Sales Tip From the Trainer: Like the Customer – Win the Customer

Sales Tip From the Trainer: Like the Customer – Win the Customer


People are not always straightforward. Each person has a mind of their own; they make demands and can often be difficult to read. This means that dealing with them is not always easy. And what is true in general also applies to sales conversations in particular.

Related: How to Win Back Lost Customers

Having a positive attitude towards a customer, even if they are still somewhat challenging, is one of the most important things that you need to be able to do as a salesperson. It will ease the dialogue immensely if you give your customer the feeling that you like them – and it will speed up the path to a positive conclusion. After all, the customer plays a key part in you earning your income.

But what should you do if you and your customer are not on the same wavelength initially? Adapt to your customer. Look for common ground. And make use of non-verbal communication.

 Here are some more tips:

  • Don’t separate yourself from your customer, but rather look for something to which you can both relate.
  • Be mindful of your customer’s mood.
  • Sound engaged and attentive.
  • Pay attention to your customer’s body language, facial expressions and tone of voice.
  • Ask qualified questions.
  • Don’t use technical jargon, but speak to your customer in a language they understand.
  • Tell your customer honestly why you enjoy doing business with them.

And don’t forget: A smile is always the shortest bridge between two people. Try it out – and start actively shaping the relationship that connects you with your customer.

Marc Pillay
Marc Pillay is the managing director of DEVELOP South Africa, a division of the Bidvest Group Limited. Pillay has been responsible for evolving the DEVELOP brand since its launch in the South African market in 2009. He brings 21 years of experience in the print industry and 18 years in sales and sales training to the role. He has proven track record in growing new business and developing new brands. He also sits on the Bidvest Office division board.