-
- News
- Books
Featured Books
- pcb007 Magazine
Latest Issues
Current IssueVoices of the Industry
We take the pulse of the PCB industry by sharing insights from leading fabricators and suppliers in this month's issue. We've gathered their thoughts on the new U.S. administration, spending, the war in Ukraine, and their most pressing needs. It’s an eye-opening and enlightening look behind the curtain.
The Essential Guide to Surface Finishes
We go back to basics this month with a recount of a little history, and look forward to addressing the many challenges that high density, high frequency, adhesion, SI, and corrosion concerns for harsh environments bring to the fore. We compare and contrast surface finishes by type and application, take a hard look at the many iterations of gold plating, and address palladium as a surface finish.
It's Show Time!
In this month’s issue of PCB007 Magazine we reimagine the possibilities featuring stories all about IPC APEX EXPO 2025—covering what to look forward to, and what you don’t want to miss.
- Articles
- Columns
Search Console
- Links
- Media kit
||| MENU - pcb007 Magazine
Estimated reading time: 3 minutes

It’s Only Common Sense: The World’s Worst Salesperson
Throughout writing this column, I have always focused on great salespeople—their characteristics, what it takes to find them, and how to incentivize them and keep them motivated, happy, inspired, and passionate about what they do.
However, one of my clients asked me an interesting question the other day: “Who do I avoid? It seems I keep hiring lousy salespeople. They look good when I hire them, but after a while, they turn into duds. How do I keep from doing this?”
I have to admit, I thought it was a silly question at first, but it has been two weeks since then, and I can’t get it out of my mind. After some careful consideration, I realized I can usually tell a poor salesperson when I meet one; it has always been one of my strengths. But how do I know?
Thus, I started compiling a list of the characteristics of a poor salesperson, and I realized that not all of them are obvious. There are as many subtle traits as there are obvious ones. In the end, I decided to list what would make the proverbial worst salesperson on earth.
Without further ado, the world’s worst salesperson:
1. Won’t visit customers:
- before 10:00 a.m. because it’s too early in the day
- after 2:00 p.m. because it’s too late in the day
- until new literature and pristine product samples arrive
- until the website is updated
- because they need to make sure the product is built correctly and delivered on time
2. Won’t call customers:
- in the summer because “they don’t want to see me or hear from me”
- until the current buyer retires
- because they can either call or work on reports, but not both
3. Can’t get any business because:
- everyone buys online now
- of China
- of Wall Street
- school is out of (or back in) session
- Halloween to New Year’s is slow
- of sporting events (World Series, World Cup, Super Bowl, etc.)
4. Blames:
- the company for having high prices or bad product that nobody wants to buy
- the buyers for not buying
- the times, such as not being able to schedule meetings because no one wants to talk or meet anymore
5. Hates:
- new sales programs because they won’t work and are a waste of time
- to ask for the order because they do not want to look like a peddler
6. Says:
- that if the company only offered [insert whatever it is they don’t offer], they would be successful
- that every buyer is on the take, and that they cannot make any progress because they are too honest
- she can’t make her sales numbers because she’s “a woman in a man’s world,” and she has the unfair disadvantage of being a woman
- he can’t make his sale numbers because the buyers want to see cute women and not men, and he has the unfair disadvantage of being a man
7. Claims that:
- reading books about sales is a waste of time
- trade shows never work
- the customer relationship management (CRM) software isn’t good, and they are not going to get anywhere until they get the same software at their old company
- they’re a technical consulting salesperson, and it is below them to ask for the order
- the only way they can get business from that large account is to play golf with the buyer
8. Talks the most in sales meetings
If you meet a salesperson who says or does even three of these things, run for the hills because I guarantee that he is not going to work out. He might not be the worst salesperson in the world, but he won’t be one of the best.
It’s only common sense.
Dan Beaulieu is president of D.B. Management Group.
More Columns from It's Only Common Sense
It’s Only Common Sense: Selling During an Economic DownturnIt’s Only Common Sense: Going After the Small Wins Fosters a Winning Culture
It’s Only Common Sense: Being Your Customer’s Expert—The Key to Consultative Sales
It’s Only Common Sense: 7 Tips to Focus on What Works
It’s Only Common Sense: The Danger of Overthinking
It’s Only Common Sense: Why Building a Strong Personal Brand Is Critical
It’s Only Common Sense: Be the Solution, Not the Problem
It’s Only Common Sense: Follow Through and Keep Your Promises