A few months ago, I was the buyer on a sales call. Within seconds, the salesperson made it clear that my time didn’t matter:
“Hey man, I have a stacked day today, so I’m going to try to make this call as quick as possible and end sooner than the 15 minutes planned.”
This wasn’t some small company; this was a major software provider—one you’ve probably heard of.
Three or four rushed questions later, he wrapped up the call in about seven minutes, assigning me multiple action items, including, “reach back out if you’re ready to move forward.”
Move forward? After seven minutes?
No next steps for him, no follow-up plan—just a dismissive send-off. Why? Because his day was busy.
Had this sales rep done some more digging, he would have learned I was representing a client with a desperate need for their software and a blank check to solve their pain points. And I had a major pull in the company.
A Small Shift, A Big Impact
Everybody has a slammed schedule. And if your sales team is booked minute to minute, it’s really important they don’t repel buyers because of that stress.
Had he said:
“I have to hop off a little sooner than expected, but before we wrap up, let’s schedule another time so I can answer any questions you have.”
That small change would have made me feel valued. It would have shown me that he cared, even if he had to keep the call short.
The Hidden Cost of Bad Sales Behavior
This kind of sales approach isn’t just off-putting—it’s expensive. Companies lose millions in potential revenue because their sales reps make prospects feel like they aren’t worth their time.
No one wants to buy from a company that makes them feel insignificant.
Sales Leaders: Pay Attention
If you’re leading a sales team, listen to your reps’ calls. Make sure they are:
- Prioritizing the prospect’s time and needs
- Being friendly, respectful, and engaged
- Setting clear, structured next steps
The bar for good sales behavior is shockingly low. But that just means if you eliminate these bad habits from your team, you’ll stand out—and win more deals—without working any harder.
Are your reps putting prospects first? If not, it’s time to change that.
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