No matter what side of the deal you are on, whether you are prospecting for new business or delivering on an account that you’ve already secured, the most destructive thing you can do as a salesperson is to be presumptuous with your customer. Many potentially great business relationships crumble merely from poor communication that leads to unmet expectations. That is why there is so much talk today in the world of professional sales about the importance of asking questions. Great sales people err on the side of nagging, relentlessly following up with the customer to make sure that everything is clear. When we as salespeople are unsure about what a customer wants or expects and, instead of asking, simply give our best guess, we send one of three negative signals.

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