How to Identify and Avoid the Pitfalls of the Performative Sales Rep

Are you tired of sales reps who feel more like actors than genuine partners? Here are some clues that can help you identify reps that are more style than substance.

Recognizing the Overly Enthusiastic Salesperson

The salesperson is more enthusiastic than necessary for a sales conversation. He is exaggerating, causing him to seem insincere. You can imagine him staring into the bathroom mirror, rehearsing his lines and ratcheting up his energy. He wants his client to think he is excited to meet them. He is a performer, and you are his audience. Yes, he is the kind of person who would say, “We’re jazzed to meet you.”

The Problem with Rehearsed Sales Pitches

You may also notice that the performative sales rep is incapable of spontaneity. He does not focus on his client because he has practiced his lines, believing this will cause his contact to think he is smooth and has all the answers. You can feel that this salesperson is not engaged with what the client needs from the sales conversation because he is more concerned with the performance.

This type of salesperson believes that body language is important. He exaggerates his gestures like a performer in Cirque du Soleil. Between the body language and the gestures, it feels unnatural; it’s too much. Instead of creating relationships, he focuses on making an impression.

How Complex Language Hurts Sales

The language a salesperson uses can provide evidence that they are performing. This salesperson uses complex or unnatural language choices in an attempt to impress the client with their intelligence. This often fails because the client needs clear, concise communication. A better salesperson would not try to impress the client by wordsmithing or using fancy jargon. Instead, they would endeavor to communicate effectively, ensuring the client understands.

Interrupting and Rushing: Sales Killers

The performative sales rep is likely to interrupt their client because they have no concept of active listening. This know-it-all performance ensures that the sales rep comes across as disrespectful. As awful as interrupting their client is rushing to the solution. This will likely cause the client to believe that the performative sales rep sees them as a wallet that they can’t wait to reach into and grab the money. This approach is so transactional that the client is certain to disengage and seek a better salesperson, the kind that focuses on them.

Ignoring Client Objections

The performative sales rep may not hear the client’s objections or real concerns about making a rare decision they must get right on the first attempt. So, when the performer downplays a concern or fails to address it effectively, the client recognizes that she was not heard. We call this new era of sales the Era of Decision-Making, and it requires a consultative approach.

The Buzzword-Heavy Sales Pitch

The performative sales rep is certain to use the word synergy to suggest they and the client will be working together. This is almost certain to be followed closely with the word disrupt, as a way to suggest they are on the cutting edge in their industry, even if it isn’t true. To impress, the performative sales rep will talk about scaling, agility, thought leadership, deep dives,” and low-hanging fruit. Whenever possible, this salesperson will mention blockchain or bitcoin.

The One-Size-Fits-All Presentation

Because the performative salesperson is driven by their scripts, they are unable to personalize the one-size-fits-all presentation. They will not be able to tailor the presentation to the client's problem or their needs. One performative sales rep dragged his prospect through 96 slides in 90 minutes. When he ran out of slides, he asked the clients if they had any questions, only to find the main decision-maker saying, “Yes, we have a lot of questions, but you are out of time.”

The Awkward Attempt at Humor

The performative sales rep will try to be funny or charming. Not only is it awkward, but it is also disingenuous. This is a time when contacts need a conversation that helps them to improve their results and help dispatch their problems.

The insincerity of a conversation where the sales rep dominates the client is a waste of time. When a sales rep pursues their own agenda and outcomes instead of the client’s, they provide a poor sales experience.

Embracing Authentic Sales Techniques

In the third decade of the 21st century, you would do well to focus on being human. When everything is technology, an app, or some other electronic device, acting human is something your clients will notice.

Recently, I have continued to encourage salespeople to meet with their clients face to face. Showing up is evidence that you care enough to drive or fly to meet the client. You can do without the strategies of the performative salesperson who wants you to be impressed. You will always be sincere, utilizing a human algorithm that the performative sales rep lacks.

We are going to have to work hard to recover what we lost in the pandemic. This means finding ways to spend more time with our clients, face to face whenever possible. Do good work and avoid anything that will feel insincere.