You've no doubt experienced both good and bad salespeople. The latter demonstrate zero understanding of or interest in your concerns or situation, they don't listen, and they often rattle off a prepared speech or feature list. Bad salespeople have a set selling style that works with a certain percentage of customers — but they miss a lot of sales because they annoy too many qualified customers.

Bad salespeople often have irritating habits. They don't look you in the eye, they interrupt, they fidget, or they look over your shoulder to see if a better prospect is coming along. They dress poorly. They ignore you to answer the phone or deal with a colleague on a minor matter. They are pushy rather than helpful. They make you, the customer, feel unimportant.

Good salespeople, on the other hand, are good listeners. They want to hear about your needs, and they look for opportunities to point out how their product or service meets those needs. They are well groomed, present themselves professionally, meet your gaze, and tell you what you want to know. They make themselves available, at your service, but they also give you room to consider and decide on your own if you prefer. They do well in business because they make customers feel as if they're making the right decision in buying their products or services.

When you're selling face-to-face, let your pride in your work show. If asked to compare your product or service to a competitor's, take the high road: Stress the positive aspects of your product without bad-mouthing your competition. Talk to your customers and establish a relationship. Smile and be happy to see them. Listen to their problems or needs. Ask leading questions to get them to tell you more; avoid questions that can be answered by a simple “yes” or “no” — you want to learn more than that. Give good advice based on your knowledge and show them how your product or service will fill their needs and benefit them.