In our blogs we often talk about tips, tricks and inspiration that can help you successfully complete your sales processes. However, there is also a more idealistic side to sales that we have not often discussed. Namely: what should you never (want to) sell. A sales manager is required to have vision and leadership. Part of that leadership is that you also manage your team in an ethically responsible way of selling. For example, acting with respect for your customer, which will ultimately result in better performance. We have listed a number of examples for you. 

Never sell something you don't believe in

Whether you are a sales manager or one of the salespeople on the team, the only way to make your story convincing is if you really believe in it. In other positions you may be able to mask your true feelings, but of course not in sales. Without passion and genuine enthusiasm for the product or service you have to offer, you absolutely cannot become a successful salesperson or sales organization. In short, if you do not believe in the product or service you want to sell, then it may be time to think about another job or proposition.

Never sell yourself short

You know them. Customers who really see you as a supplier, who show little respect for you and the efforts of your company and who constantly want to sit in the front row for a dime. Unfortunately, it happens too often (especially in business services) that clients behave quite authoritarian towards their suppliers. This is mainly based on the perception that you as a supplier need them more than the other way around. Don't go along with that! Never sell yourself short and do not allow yourself and your organization to be treated disrespectfully. Better not to have a customer than to have a customer who does not want to invest in the relationship. This ultimately costs you, but also the rest of your organization, more energy and motivation than it yields.

In the land of the blind, the one-eyed man is king

When you are active in a complex field and therefore offer solutions to problems that your customer has little understanding of, there is a lurking danger that you will realize suboptimal solutions for your customer. 'They don't understand it anyway' is a frequently heard argument. “In the land of the blind, the one-eyed man is king.” However, if all companies in your market treat it this way, you will be responsible for ruining your market. In search engine marketing, for example, this has been a concrete problem in the past. Specialist consultancy firms were viewed with suspicion by clients because of the many 'cowboys' who had put sub-optimal offers on the market.

Never sell more than necessary

In line with the previous point, it is always important not to abuse your customer's ignorance. Sell ​​your customer the solution that is needed, but no more than that. Don't try to sell them services or products they don't need. Honesty still lasts the longest. In the long term it always surfaces and you leave your customer with a bad aftertaste. That can cost you the customer.

Never sell less than necessary In contrast to the intention not to sell more to your customer than necessary, you should also not sell less than necessary. If the customer has doubts about your offer or your price, it is tempting to cut your offer and then offer that offer cheaper. But, cheap is expensive. If you sell less than what your customer needs, the result will not be satisfactory and you run the risk that the customer will still leave.