1. Do not use red: Never write with a red pen, or wear a red shirt/blouse when you are with a customer. Subconsciously red signifies danger, stop, beware, anger, red alert. Although these negative thoughts are not in the forefront of the customer's mind, they are nevertheless there, warning the customer to be wary.

2. Do not wear dark sunglasses when you are with a customer: This gives the impression that you have something to hide, that you are a shady character who cannot be trusted. Eye contact is a must for the professional closer.

3. Do not ask certain questions: Never ask a customer if he understands. Not wanting to appear stupid, he will always answer "Yes", even when he wants to say "No". Never say to a customer "You know what I mean", or "Do you get my point?" Instead, ask "Are you happy with that?" or "Do you have any questions?" Also never say to a customer "Let me be honest" or "To tell you the truth", because it implies that you weren't before. When someone says they'll be honest with you, it generally means the opposite.

4. Do not knock the competition: This has an adverse effect. The customer will think that you are trying to hide behind the competition or that you are trying to justify an inadequacy in your product. A professional closer does not knock the competition, he welcomes it and sometimes he will even compare the competition's product with his own in front of a customer.

5. Do not live in the past: Reminiscing can be fun and enjoyable, but only to the person doing the reminiscing. It's the "also-rans" in life who live off past performance and an old worn-out reputation. There is nothing wrong with looking back, now and again but, being in reverse won't take you forward.

6. Do not fight change, welcome it: Change has always caused and always will cause, insecurity, doubt, unfamiliarity and fear. A professional closer knows this but he understands change is necessary. Without it we would all still be in the Stone Age living in caves. A professional closer knows that change is good, it keeps people on their toes, it demonstrates a will to progress and to improve, also creates challenge.

7. Do not stop learning: A professional closer is forever reading new material, listening to CDs and gaining new information. He's always updating his portfolio of techniques and closes and gathering new tools. A professional closer has a relentless desire, a burning passion for improvement. He knows that the key to continuous success is continuous learning.

8. Do not waste time: Time is the most precious thing in the world and life is too short to waste it. A professional closer makes full use of his time; he plans how to use it to give optimum benefit.

9. Do not give losers the time of day: In every sales organization there is always a group of negative salespeople that you should avoid like the plague. In staying away from the losers a professional closer often alienates himself, but that doesn't bother him. He knows that sometimes "it's tough at the top", but it's always tougher at the bottom.

10. Do not ever give up: Fight the good fight and when all else fails, when you're in dire straits, when there is no hope, whatsoever, admit defeat. There is no shame in it. But before you do, try another close.

Michael Russell Your Independent guide to Sales Training