Over the past few weeks, I’ve found myself on the receiving end of a series of particularly heinous sales techniques - all of which were aimed at getting through a gatekeeper to a decision maker, and all of which ended disastrously for the sales reps involved.

I firmly believe that, to improve our skills and the relationships we have with our prospects and clients, it’s just as important to know what not to do as it is to know what to do. In that spirit, I decided to recount and dissect these painful experiences, in the hope of sharing with you where these sales people went so wrong - and what they could’ve done instead!

One word of warning: while I’ve chosen not to use any names in order to protect the potentially innocent companies who may be employing these sales reps (and may not be aware of the "techniques" they are using), the stories you’re about to read are, unfortunately, all true. Viewer discretion is definitely advised…

#1: The case of the anonymous acquaintance

First, a couple of weeks ago, I received a magazine article in the mail that detailed the benefits to sales people of taking a public speaking course. On second look, I saw that the article was actually an advertorial, complete with a registration form for the course at the end.

Attached to the piece was a post-it with a handwritten note which read: “Colleen, I thought you would find this interesting.” It was signed with an illegible initial - maybe a J? Maybe an I? - I couldn’t be sure. I had no idea who had sent me this "highly informative article," but because of the handwritten note, I assumed I must know them. I looked at the envelope it had come in, and, sure enough, found no return address and an automated bulk mail stamp - sure signs of unsolicited mail.

I’d never heard of the company offering the seminar, nor anyone they were associated with. Clearly, they were trying to hide behind their anonymity because they knew, that I knew, that they did not know me.

Why is this crossing the line?

Because by trying to pretend that they know and have a relationship with me even though they don’t, they are lying. To me, an approach that is based on a lie is the worst kind of mistake - and the absolute worst first impression - that any sales professional can make.

This lie is being used in the hope that I’ll feel guilty enough about not remembering who they are that I will call the company to find out, at which point they can try to sell me on their seminar. Will I be in the mood to be sold anything once I figure out their game? Will I ever buy anything from this company, or recommend them to my colleagues and associates? Am I likely to respond warmly to any follow-up call that might happen to come along?

The answer is NO! So if you’ve ever been tempted to try to lure new customers with a lie, first ask yourself this: if the customer or prospect finds out what I’m really up to, will they be mad, or will I be embarrassed? If the answer to either of these questions is yes, then find yourself a different tactic - fast!