It’s good to remember that no matter what your sales policies are — like no returns after 30 days — buyers believe they have certain rights when they enter into a transaction with you. Entering into a sales discussion with a prospect without establishing a need or desire that you can fulfill may turn off your customer before you even begin the sales process. Keep these three “buyer’s rights” in mind when selling to your customers:

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1. The right to begin the interaction. Buyers would prefer to choose when to engage with a salesperson. They should be attracted by price, style, quality, or brand, and then they are more than willing to enter into a discussion with you. It is alienating to your customers if you are selling before a need, or a reason for the sale has been established.

2. The right to open his or her wallet. The buyer decides who they will give their hard-earned money to, when they will give it, and how much they are willing to give. Salespeople should avoid looking at a customer as just a potential sale, and try to see them as people who work just as hard as they do for their money. Don’t dip your hand in their wallet the first chance you get; show them the benefits of buying from you first.

3. The right to say no. At the buying “decision point,” buyers have a right to say yes or no. If they say yes, great! If they say no, then it’s an opportunity to understand why. The reason may be the price point or the wrong features for what the customer was looking for. Look for ways to ask about “no.” It often can feed you better information for future sales.

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