Beware of salespeople who want to be your friend

Account managers are not friends with prospects

"Hey, how are you? How are the kids? Are you still working out?"

That's not sales.

And yet I see it happen all the time: account managers who think they have to be friends with their clients.

Those who call for a friendly chat. Those who stop by without an agenda. Those who think a nice smile and an interest in someone's private life are enough.

But I am adamant about this: account managers are not friends.

Are you allowed to be friendly? Of course.

Can you ask how you're doing? Yes, fine.

But it must always be part of something relevant for the customer. Something with your value proposition.

Because if you call two or three times for a nice chat without adding any value, you know what happens?

The customer thinks: "Stay away, I already have friends on the weekend."

In fact, it can be counterproductive: one mistake in your delivery and the so-called friendship makes it worse. A faulty delivery becomes personal.

Sales is a profession with a focused approach. Not a display of someone with a nice smile who pops up regularly for a chat. And by doing so often, "hoping for business."

It's about adding value. About relevance. About helping the customer with real challenges and new insights. Yes, with something "new." Either a new contact, a new proposition, or both.

Kindness? Yes, please.

Want to be friends? No thanks.