Keep your nose to the grindstone to avoid clichés

Some stereotypes are common because they’re true.

As a mobile dealer, you may find two areas where you are most likely to fudge are on product specifications and delivery dates. You may think it’s easier to “guess” at a product specification than to take the time to look it up. You may not see this as lying, but your customer will. If you give him wrong technical information, he will begin to wonder what other wrong information you will give him. Always take the time to research the answer. If you can’t do it on that stop, call or e-mail him back or promise an answer next time you stop.

Delivery dates can be harder to resist fudging. You may feel if you promise a faster delivery on a special order, you can beat the competition and make the sale. But do this too often and you’ll be known as the distributor who never meets his promised delivery dates. It’s better to be honest about delivery times and offer to try to expedite it if you can than to fudge the date and disappoint the customer.

As the saying goes, honesty is the best policy. (There’s one sales cliché that will hopefully never go out of style.)

There are probably a lot more sales clichés you can think of. Feel free to e-mail me your favorites ( and I may feature them in a future column.

In the meantime, grab the bull by the horns and avoid wasting time on sales clichés and trickery. Instead, work hard at building relationships, learning your product lines and fostering trust with your customers.

Remember: Hard work is the yeast that raises the dough. Whatever that means.

Phil Sasso is president of Sasso Marketing Inc. (, a technical marketing agency focusing on tools and equipment. Visit his sales and marketing blog at

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