If you're in sales, especially merchant services sales, avoiding these bad habits is crucial to your success. Let’s dive into what makes a bad salesperson and how you can steer clear of these pitfalls.

1. Focusing Too Much on the Sale and Not Enough on the Client

One of the biggest mistakes bad salespeople make is being too transactional. Their main concern is closing the deal, and they forget about the person they're selling to. Customers want to feel like their needs and concerns are understood. If a salesperson is only focused on getting a signature without addressing how their solution will benefit the client, they're missing the mark.

Bad salespeople talk at the client, rather than engaging in a genuine conversation. They don’t ask questions or listen to the customer’s pain points. Instead, they push hard on features and pricing, making the client feel like just another number.

Avoid this: Be genuinely interested in the client’s business, ask thoughtful questions, and prioritize building a relationship over just closing the sale. When you're selling something like credit card processing, understand that different businesses have different needs—show you care about helping them find the right fit.

2. Overpromising and Underdelivering

Nothing kills a salesperson’s credibility faster than making promises they can't keep. Bad salespeople are known for overpromising to close the deal, telling clients they’ll get rock-bottom pricing, free services, or unrealistically fast results—only to underdeliver on those promises later.

This is a short-term strategy that leads to long-term damage. When clients discover they've been misled, not only will they likely walk away from the deal, but they’ll also spread the word about their negative experience. In industries like merchant services, where trust and transparency are essential, this can be devastating.

Avoid this: Be upfront and honest about what your product or service can do. Set realistic expectations. Clients will appreciate transparency, and you’ll build trust that can lead to repeat business and referrals.

3. Failing to Follow Up

Bad salespeople often neglect the follow-up. They might send one email or make one phone call and, if they don’t get an immediate response, move on to the next prospect. In reality, sales are often a longer process, and consistent follow-up is crucial for building relationships and closing deals.

When a salesperson doesn’t follow up, it signals to the client that they’re not a priority. Worse, it can make them seem unorganized or disinterested. A lack of follow-up can also cause missed opportunities—many sales are won through persistence and staying top-of-mind.

Avoid this: Make follow-up a habit. Whether it’s sending a quick email, making a phone call, or stopping by a business in person, showing persistence without being pushy can help you close deals that others might miss.

4. Poor Listening Skills

A bad salesperson does a lot of talking and very little listening. They may have a script or presentation they’re determined to deliver, regardless of whether it answers the client’s questions or addresses their concerns. This approach alienates potential customers, making them feel unheard and undervalued.

Merchant services sales, in particular, requires listening closely to business owners' specific needs. For example, a restaurant owner might care more about transaction speed, while a retail store might be more focused on processing fees. If a salesperson isn’t listening, they could offer solutions that don’t fit the client’s priorities.

Avoid this: Practice active listening. Engage with the client’s concerns, ask clarifying questions, and tailor your approach based on what they say. The more you listen, the more you’ll learn—and the better you can position your product to meet their needs.

5. Lack of Product Knowledge

Bad salespeople often lack a deep understanding of the product or service they’re selling. This becomes obvious when they can’t answer a client’s questions, don’t know the specific features of what they’re offering, or stumble when explaining how it can help solve the client’s problems.

In industries like merchant services, where pricing models, contracts, and technology can be complex, this can make or break a sale. Clients need to trust that the salesperson knows their stuff and can explain the benefits in a clear, accurate way.

Avoid this: Know your product inside and out. Take the time to learn the technical details, benefits, and potential drawbacks so you can speak confidently to clients. The more knowledgeable you are, the more clients will trust your recommendations.

6. Being Pushy or Aggressive

No one likes to be sold to, especially by someone who is overly aggressive. Bad salespeople tend to push too hard, creating an uncomfortable or even hostile environment for the prospect. They may use high-pressure tactics, like issuing ultimatums or creating false urgency (“This deal is only available today!”), which often backfires.

In the long run, being pushy alienates clients and hurts your reputation. In merchant services, where sales cycles can sometimes take weeks or even months, patience is key.

Avoid this: Be persistent but respectful. Provide information, answer questions, and follow up without pushing too hard. Create a sense of partnership, where the client feels like you’re working together to find the best solution for their business.

Conclusion

The line between a good and a bad salesperson is often drawn by a few key behaviors. To be successful in sales—especially in merchant services—it’s important to avoid the pitfalls of focusing too much on the sale, overpromising, failing to follow up, not listening, lacking product knowledge, and being overly aggressive.

By staying focused on the client’s needs, building trust, and consistently following up, you’ll set yourself apart as a salesperson who delivers value—and that’s how you win in the long run.