The study of etiquette (sometimes called “manners” or “protocol”) reveals a number of ways to enhance your relationship strategy and add value. Salespeople who possess knowledge of the rules of etiquette can perform their daily work with greater poise and confidence. Think of etiquette as a universal passport to positive relationships and respect.

With practice, anyone can develop good etiquette without appearing to be “stiff” and at the same time win the respect and admiration of others. Space does not permit a complete review of this topic, but we cover some of the rules of etiquette that are especially important to salespeople.

1. Avoid the temptation to address a new prospect by first name. In a business setting, too much familiarity too quickly can cause irritation.

2. Avoid offensive comments or stories. Never assume that the customer’s value system is the same as your own. Rough language, off-color stories, or personal views on political issues can do irreparable damage to your image.

3. Recognize the importance of punctuality. Ann Marie Sabath, owner of a firm that provides etiquette training for business employees, says “We teach people that if you’re early, you’re on time, and if you’re on time, in reality, you’re late.” Most clients will view showing up late for an appointment as rudeness.36

4. When you invite a customer to lunch, do not discuss business before the meal is ordered unless the client initiates the subject. Also, avoid ordering food that is not easily controlled, such as ribs, chicken, or lobster.

5. When you use voice mail, leave a clear, concise message. Do not speak too fast or mumble your name and number.

6. Avoid cell phone contempt. Turn off the cell phone ringer anytime you are with a client. Never put your phone on the table during a meal. If you must respond to a call, inform your client ahead of time.

It has been said that good manners make other people feel better. This is true because good etiquette requires that we place the other person’s comfort ahead of our own. One of the best ways to develop rapport with a customer is to avoid behavior that might be offensive to that person.