20 Rules of Engagement for Professional Sales

1. Ensure your personal brand is consistent.

2. Never stray from full, true and plain disclosure.

3. Disseminate information and respond to client inquiries in a timely manner.

4. Keep communications clear and concise.

5. Tell, don't sell, your story and your offerings to your target customer.

6. Provide opportunities for clients to ask questions. Learn to listen.

7. Identify and communicate with key buyers, power-clients, and best customers.

8. Understand your target customer breakdown and direct your communications accordingly. (80/20 rule)

9. Understand the market's perception of your (and/or your brand’s) strengths and weaknesses relative to your competition.

10. Identify, engage, and empower your advocates.

11. Know your company inside and out, particularly the characteristics that differentiate you from your competition.

12. Accept that sales numbers are unemotional. Take nothing personally.

13. Stay in touch with past customers and keep them informed. If you don't have time, hire somebody who does.

14. Know what constitutes newsworthy information, good or bad, and make sure such news is fully disclosed within a reasonable time frame.

15. Identify key factors that drive investment decisions pertaining to your product or service.

16. Make sure customers know the risks (not just the rewards) of investing in your product or service (a version of under promise and over-deliver).

17. Think before speaking. Don't say anything to anyone that you wouldn't say to everyone.

18. Have a sound sales plan. Do not let short-term fluctuations in the markets dictate your decisions.

19. Ensure all customers have access to information (non-walking, non-talking sales tools).

20. Under promise and over deliver.


Bonus tip: Be unafraid to talk about price – throw it out there at the beginning, middle, and end

Robyn Hounjet