Losing customers requires just as much effort as winning them.
Here are guidelines for losing sales developed by John Graham, consultant and author. Share them with your sales people.
- Always have an excuse. Develop a series of phrases and rehearse them regularly so you’ll always have one ready when needed: Examples: “My car wouldn’t start.” “Our prices are too high.” “The alarm clock didn’t go off.” “I didn’t have time.” The economy is bad.” Never be caught speechless when it comes to making excuses for yourself.
- Never stand out from the pack. Losers know that it’s important to be invisible. Vanilla is their favorite flavor. Never call attention to yourself. Look, act and work the way you really are – mediocre.
- Keep your eye on the competition. Think and breathe the competition. Know all about them – their weaknesses, their opportunities, their problems and their needs. Never think about your customers.
- Avoid taking risks at all costs. Risk-taking is extremely dangerous. You may either fail or succeed. Either one will put you in great jeopardy. Risk-takers lead the pack by always wanting to test themselves. They’re never satisfied with their performance – they want to do better. They welcome risks as opportunities. Such thinking makes you shudder.
- Never let yourself become enthusiastic. If you do, you will want to do more, become more deeply involved in your work, and place your company, co-workers and customers ahead of yourself.
- Always put yourself first. Before you agree to anything, ask yourself this question: “What’s in it for me?” If something requires extra time and effort, it could lead to more sales, increased productivity, and higher profits for your company. By putting yourself first, all these problems are avoided.
- If something goes wrong, blame someone. This is very important. Taking responsibility causes difficulties, so make sure you always have someone to blame. Taking responsibility only makes you more valuable. You may even come to be viewed as a leader.
- Spend a lot of time second-guessing the boss. This is your real job – a top priority. By never showing any initiative, you’re guaranteed a permanent position – at the bottom of the ladder.
- Never learn anything new. Knowledge is dangerous. It means you may become a problem-solver. If this happens, customers will view you as essential and your company will give your promotions.
- If all else fails, say, “I don’t know.” The less you know, the more customers and your boss will leave you alone. Whenever you’re asked a question, just say, “I don’t know.” You will quickly become exactly what you are – useless.
Becoming a winner is easy. All you have to do is break these Ten Commandments.