What makes one salesperson click with customers while another struggles to make a single sale? The secret often lies not just in what you sell, but in how you sell it—and more importantly, how well you understand the person in front of you.
Sales isn’t about slick pitches or memorised scripts. It’s about building real human connections, reading the room, and responding with empathy and presence. Whether you’re meeting a potential client for the first time or following up with a familiar contact, the way you present yourself can make or break the deal.
The first step in any sales process is initiating a conversation with someone who might be interested in the product or service you are offering. At this stage, it's crucial to ensure that the other person does not form a negative impression of you.
Your attire, facial expressions, and body language play a big role in whether someone likes you or not. So always approach a meeting neatly dressed, wearing a pleasant expression. Arriving on time also creates a positive impression about you.
Often, we have to meet a customer while dealing with various pressures or personal issues. These inner struggles and emotional states can show on our face. To tackle this, there’s a tip we usually share during sales training.
Just before a meeting, take a moment to reflect and gear up with enthusiasm and curiosity to meet someone new. Think about past successes or happy moments to lift your mood. It's important to ensure that your mind is present, and your focus is sharp.
Develop expressions, body language, and behaviour that make others feel comfortable around you.
If you can identify topics that interest the customer, and you are familiar with them, it’s great to talk about those. If not, show curiosity and try to learn about them.
Avoid entering into debates or arguments.
Referring to any common friends or mutual acquaintances can be useful, especially if they are also customers or well-wishers.
If the customer shares any specific needs or doubts, and you can address them easily, make the effort – it will work in your favour.
After a brief self-introduction at the beginning of the meeting, you can ask a few questions to understand what the customer might need. Your focus should be on identifying and offering solutions to the customer’s problems or requirements.
Many people make the mistake of aggressively trying to push their product or service onto the customer. This can make them uncomfortable. Even if the sale happens, the customer might not have a favourable opinion later – which could harm the organisation’s reputation in the long run.
Sometimes, the customer or someone they know might have had a bad experience with your brand in the past. Or perhaps something you said did not sit well with them. In such cases, it’s important to be open to offering an apology and showing readiness to make amends.
Building a relationship with the customer during the very first meeting is vital. This bond can determine whether future communications are taken seriously or not. In the next article, we’ll discuss what to keep in mind while presenting your product or service to a customer.
(This article is originally published in the Dhanam Magazine March 31, 2025 issue)
