You know performative sales reps when you see them. They have scripted pitches and flashy presentations and they’re more focused on closing the deal than solving the prospect’s needs. These kinds of reps can give everyone a bad reputation. They reinforce the stereotype that some salespeople are cunning or insincere.

Anthony Iannarino, the founder of B2B Sales Coach & Consultancy, says you can look for a few telltale signs that a sales rep is more style than substance. Keep reading this issue of PromoPro Daily for his thoughts on how to identify and avoid the pitfalls of the performative sales rep.

  • They overdo the enthusiasm. You can be excited about your promo solution, but you’ll appear insincere if you’re overly enthusiastic. Dial it back if you would say something like, “We’re jazzed to meet you!”
  • They’re uncomfortable with spontaneity. Performative sales reps know their lines and stick to them. Iannarino says they want the prospect to think they’re smooth and have all the answers. Instead of building a relationship, they want to make an impression.
  • They use complex language. Tossing around industry jargon is another surefire sign of a performative rep. These sales reps want to impress the prospect with their intelligence, but this approach usually backfires. Prospects want clear, concise communication.
  • They interrupt and rush. No one appreciates being cut off when they’re talking or being rushed to decide. When sales reps behave in this manner, prospects will almost always disengage and seek a better salesperson.
  • They ignore objections. Iannarino says that performative sales reps may choose not to hear the prospect’s objections or concerns. The prospect will recognize this, so always try to take a consultative approach.
  • They lay on the buzzwords. If your pitches are laden with buzzwords like “low-hanging fruit” and “deep dive,” make some adjustments.
  • They give a one-size-fits-all presentation. Since performative sales reps are driven by their scripts, Iannarino says they can’t personalize the one-size-fits-all presentation. They will not be able to tailor the presentation to the client’s problem or their needs.
  • They awkwardly try to be funny. Don’t try to be a funny guy or gal if that’s not your personality. You’ll come across as awkward and disingenuous. Iannarino says this is a time when contacts need a conversation that helps them to improve their results and help dispatch their problems.

Instead of adhering to a sales script or trying to impress with fancy words, be yourself. People who are sincere and authentic will rise above performative sales reps every time.

Compiled by Audrey Sellers
Source: Anthony Iannarino is the founder of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting firm. He’s also a bestselling author and internationally recognized speaker on sales, success, personal development, leadership and entrepreneurship.