With the economy down, there is a focus in all of our businesses are getting new customers and keeping the ones we have. Many of us are afraid to sell because we think that when someone says no to our product, they are really saying no to us. We take it personally. I understand this well but we need to let go of this burden. Remember, we can’t sell anything to anyone; we just need to be there when they are ready to buy. This is why marketing, distribution and customer service are so important all parts of the sales cycle.

Whether you label yourself a sales person or not, there are seven “deadly sins” we should not make in the sale process if we are going to be successful with our customers:

1. Sloth- Not following up with a prospect. There are so many times that I tell a company that I am interested in what they are selling and they do not follow up. This is unbelievable! Do not be careless with your leads. They are your company’s most valuable asset. It is hard enough to find someone that will raise their hand and say they are interested. Do not be lazy and not follow up. There are so many customer management and reminder systems out there that make this easy that there really is no excuse.

2. Wrath- Getting angry at a customer that promised to buy from you, but didn’t. This is always disappointing but there is nothing we can do. I have made this mistake many times. I was angry and disappointed. People say a lot of things because they are afraid to say no. There is nothing to be gained by getting angry. Express your regret and move on. You never know when they will actually have the pain and the money to buy from you later down the line. Don’t burn that bridge.

3. Envy- I can’t sell against a better product. Nonsense. Remember, the best product is not the one that always sells the best. Sales are tied to execution, marketing and distribution. Ask Microsoft. If your product isn’t better than the competition, people will still buy it if you have excellent marketing, distribution and customer service.

4. Pride- I am owed the sale. You tell yourself that you have worked so hard for your customer that “they owe” the sale. You are the one that has put hundreds of hours into this customer and showed them the way to a profitable solution. Customers owe us nothing except to pay us for the work we have done for them. Prospects, actually owe us nothing at all.

5. Gluttony – Never embarrass the customer or competition. I remember the saying at IBM where “We only wanted our fair share of the business- 100%.” This was an arrogant joke we had. Negotiate price for your share of the business in good faith then close the sale when it is profitable.

6. Greed- “Pigs get fat, Hogs get slaughtered.” People get greedy. Greed can leave us to do things we are not proud of. Don’t even start down this path.

7. Lust-okay, I don’t have one for this, but it does look good on any list.