See the guy on the right? He is what your prospect fears most. They fear that “a salesperson” may pressure them into buying something that they don’t want, that they don’t need and that they certainly can’t afford. And believe it or not, your prospects may see you the same way. In order not to be viewed like this guy, you must look, act and behave in a manner that says, “this person is a professional!” Below are some Do's and Don’ts that sales professionals always adhere to:

Sales Professionals Do	Don’ts
Dress for success. You may want to sell like Columbo, but you certainly don’t want to look like him. Men, suits are coming back. Unless you wear a tuxedo you should have no fear of overdressing. Women, same thing, suits always look good. Remember, first impressions are lasting impressions.	Don’t look slovenly. Make sure your clothes are well pressed with no stains. Shoes must be shined. And take a look at your belt. If you’ve owned it since junior high and the leather is worn off, either buy a new one or use some shoe dye on it.
On the telephone start the call by not sounding like a salesperson. In fact, sound like anybody but. Use first names and begin by asking, “did I catch you at a bad time?” And follow with, “you know I’m not even sure you and I need to be speaking. Do you mind if I take a minute or two to tell you why I called and you can decide if we should continue the conversation or not?”	Never, never ask how are you? You don’t care, they know you don’t care and you know, they know you don’t care. Only telemarketers use it and you definitely don’t want to sound like one.
The biggest complaint buyers have about salespeople is it’s always about the salesperson and not about them, the buyer. In the meeting ask questions. Find out why they’ll buy, can they and will they invest in your product or service, and how do they go about making a decision to buy.	Telling is not Selling. Refrain from going into “sell mode.” You know what “sell mode” is: Let me tell you about my company! Let me tell you how long we’ve been in business (as if it matters)! Let me tell you about all the great features and benefits of our products and services! If you’re not listening 70% of the time and speaking 30%, something’s wrong. Remember this, buyers want to buy, they just don’t want to be sold.
Nurture, nurture, nurture. Use your nurturing parent to let the prospect know that whatever problem they are sharing with you, they are not alone. Other companies and individuals that you’ve worked with have faced similar challenges.	Don’t tell the prospect that they’re the only one with this particular problem. It’s a critical statement and it comes from your critical parent. Keep that parent along with any children back at the office.