Explain the value and justify the cost - People don’t mind paying; they just don’t like to overpay.

Get up in the morning on a mission to save prospective clients from the shabby, ill-fitting, overpriced and worthless alternatives that those charlatans - who are your competition - are trying to get away with flogging them.

Don’t tell me you’re passionate about your job – show me that you’re passionate about helping people like me.

We all need salespeople who deliver value that wasn’t there before they arrived.

Your target market are more bothered about whether what you sell will get them promoted, sacked, recognised, accepted, praised or laid.

The salesperson you’d ideally like to be and the salesperson you’d like to encounter as a customer should roughly be the same, shouldn’t they?

Salespeople who think that it’s all about price aren’t required: If it can be sold on the internet at the lowest price, you can take the huge cost of a sales team out of the equation.

Remember: when you walk into a DIY store to buy a drill, you don’t want the drill. Your end goal is to make a hole and, in order to achieve this, you have to buy the drill.

If what you sell doesn’t help me then why are you knocking on my door?