10 Golden Rules to Succeed in Sales

Don't just sell 2x4s

I read a Reddit post sharing lessons from 20 years in construction sales. The lessons are focused on construction, but they are applicable to any industry (especially B2B software sales).

Here are 10 golden rules to succeed in sales from one of the most popular posts in r/sales; a subreddit with ~250k sales professionals:

1. Be honest and don't BS customers.

If you can't deliver on something, don't make a promise to your customers.

Similarly, don't say yes to anything you can't for sure make happen.

2. Overestimate on delivery windows.

If your customer balks at your estimated time, tell them this: "Let me see if I can pull some strings"

Worse comes to worse, you deliver on the date you promised.

In the best-case scenario, you exceeded your customers' initial expectations, making you look like a hero.

3. Don't start doing things for people that you can't do consistently.

Once you do one favor for a customer, that becomes the expectation.

If you are going to do something out of the ordinary, make sure to make it clear to your customers that you are doing them a favor.

This is not to say you shouldn’t go above and beyond for your customers - because you should - but that you should learn how to manage expectations like a pro.

Value is the difference between what you deliver and what is expected. If your customer is expecting you to do Task A in one week and you finish Task A in two days, your value was the speed you finished the project in.

Your customer shouldn’t expect you to consistently deliver Task A in two days, but you have to manage expectations well in order to preserve that perceived value.

4. Regularly ask what your customers will need.

Be consistent with it.

Eventually, you'll become aware of their needs, concerns, and priorities. You'll be able to take action when the time is right, but only if you play the long game.

It might get redundant constantly checking in on your customers, but if you stick with it, you’ll be rewarded.

5. Keep in touch with customers, even when you know they aren't in need of your product or services.

Maintain relationships with your customers.

Even when they don't have an immediate need for what you are selling, just make sure to continue to exist in their orbit.

Eventually, they’ll need you or someone they know might need you. You never know.

6. Don't just sell 2x4s.

Sell nails, hammers, and tool belts. Ask them who is doing their siding, roofing, windows, and deck.

Even if you only sell one product or offer one service, open the conversation to discover other problems your customer might be having.

Those conversations unlock opportunities for new products and services you could be offering.

7. Seek out odd customers.

Every company has its "ideal customer.'“

But the best salespeople explore unchartered territory and seek customers they never would have thought could be customers.

Think about the problems your products or services solve. Then think about the types of people who have those problems. Odd customers may be hidden in plain sight.

A little creative thinking can unlock more opportunities for yourself.

8. If it's worth your time to quote it, it's worth your time to follow up.

Why provide a quote if you are not going to follow up?

Your time is valuable and if you're taking the time to write up a quote, then it's worth your time to spend 5 minutes to send a follow-up.

9. Buy your delivery team gifts.

Busting your ass to close a deal is only half the battle. You want your customer to be happy right? That way they come back and buy more products and services from you!

Their happiness and success are dependent on your delivery/implementation team. If you want more sales, invest in your delivery team.

Buy them coffee. Buy them lunch

You will need to ask them for favors eventually. Getting on their good side will help when you have a favor to ask. And it will help you when your customer comes back wanting to buy more from you.

10. Keep customer notes.

You don't need a complex note-taking system.

Literally, just use the Notes app on your phone.

Create a note for every one of your customers and document:

• Dog names

• Kids names

• Favorite hobbies

• Upcoming vacations

• Favorite sports teams

Reference these things in future conversations. Most people don’t remember details about people. Become the person who remembers the little things, and you will be the one who gets rewarded with big things.

You can make a lot of money in sales, but you can also make very little. The best salespeople are the ones who are nice, trustworthy, and consistent.

Follow these 10 valuable tips to level up your sales skills.