Never Let Them See You Coming

Many people think being flashy is good.  They believe that showing off your wealth, your knowledge, or your skills is the way to win people over.

Nothing is farther from the truth.

If you want to attract clients, this may be the most important piece of advice you will ever receive.

When it comes to sales you should never let the prospective client see you coming.  This means you should always let the other guy feel superior.


Let him think he is smarter than you (at least when it comes to his business). Let him think he has more money than you do.  Let him think he is more successful than you.

People are constantly comparing themselves to one another (both consciously and subconsciously).  If they think they are more successful than you, they will want to be around you.

It’s human nature.  The ego needs to be placated.

Providing the other person with the illusion of superiority allows you to control the interaction.

Need a case study?  Watch a Colombo rerun.

Back in the 1970’s there was a television detective named Colombo (played by Peter Falk).  Colombo appeared to be forgetful, disheveled and generally pathetic looking.  His appearance and behavior always made the suspect feel at ease – as they did not believe Colombo was smart enough to crack the case.   Of course this meant that they would be less guarded when having a conversation with Detective Colombo.  This always led to the bad guy’s demise.

What does this mean for you?  How can you use this in your day-to-day business?

In a sales situation avoid appearing or sounding superior.  Dress professionally but not extravagantly.  Be low-key in your behavior.  Never boast to a prospective client.  When your work is successful, always deflect credit.  Let others sing your praises.  Make the client look good.

The real reward in a selling situation is getting the business.

You want to earn the client.

You don’t go on a sales call looking to have your emotional needs fulfilled.

You go on a sales call to discover how you can provide value to this prospect in return for financial compensation.

That’s the goal.

Show off after you close the deal – but only to your friends and family.

Here are three additional articles you should read right now to help you close your next big deal.

How Do You Bounce Back?

Resilience is the most important quality for a sales pro. How resilient are you?

You’re Leaving Lots of Money On the Table

Most sales professionals think selling is about brute force. You kick in the front door and you start making your pitch. If you’re not out in the field, in front of a prospect, you’re not selling. That’s not true. Read this article right now and stop making this common mistake.

Progress Not Perfection

Perfection is the enemy in sales.  Read this article and watch the video to see why.