Sales is high-stakes. It’s competitive, commission-driven, and filled with pressure. In fact, 67% of sales professionals are close to burnout, according to Thrive Global. When stress levels run high, selling etiquette often gets overlooked.

But here’s the truth: how you sell matters just as much as what you sell.

Your ability to connect, build trust, and handle objections with professionalism can make or break a deal. Let’s break down the dos and don’ts of selling etiquette – and how mastering them will help you stand out.

Selling Etiquette: The Must-Dos

‍1. Make a Strong First Impression

Customers decide whether they trust you within seconds. First impressions set the tone for the entire relationship.

What to do:

• Show up prepared and engaged.
• Ask about their business and challenges.
• Show genuine interest – people do business with those they like and trust.

2. Be Honest—Even If It Doesn’t Benefit You

Trust is everything in sales. If you oversell, exaggerate, or hide details, you’ll lose credibility. Customers are drawn to brands – and sales reps – they believe are trustworthy.

What to do:

• Be upfront about pricing, timelines, and challenges.
• Focus on long-term relationships over quick wins.
• If your solution isn’t the right fit, say so – honesty builds loyalty.

3. Master the Art of Listening

The best sales reps don’t just talk – they listen. Gong.io found that top-performing reps talk for less than 50% of the conversation.

What to do:

• Ask open-ended questions.
• Actively listen instead of waiting for your turn to talk.
• Show empathy and uncover their real needs.
• Use LAER: The Bonding Process®

4. Always Be Prepared

You wouldn’t go into a big presentation unprepared – so don’t do it in sales.

What to do:

• Research their company, competitors, and industry trends.
• Understand their challenges before you pitch.
• Bring relevant materials – product details, case studies, or tailored demos.

Selling Etiquette: The Deal-Killers

1. Don’t Talk Too Much (Or About Yourself)

Customers don’t want a monologue – they want a conversation.

What NOT to do:

• Talk endlessly about your product before understanding their needs.
• Interrupt or dominate the conversation.
• Overshare about yourself instead of focusing on them.

2. Never Trash the Competition

Bashing competitors makes you look insecure. Customers want solutions, not negativity.

What NOT to do:

• Compare your offering by putting others down.
• Focus too much on why competitors are bad instead of why you’re the right choice.

3. Don’t Let Emotions Control You

Frustration, anger, or stress can derail a deal. Sales is about emotional intelligence.

What NOT to do:

• Show visible frustration if a deal isn’t going your way.
• Take rejection personally.
• Let stress impact your tone or energy.

4. Don’t Rely Solely on Email and Phone Calls

Nothing beats face-to-face communication. It builds trust and eliminates misinterpretations.

What NOT to do:

• Default to email instead of scheduling a live conversation.
• Rely too heavily on digital communication when an in-person meeting would be better.