Whether it’s fair or not, salespeople are often presumed to be self-serving. Some of that reputation has been earned by the way some sellers have behaved. That said, it’s totally acceptable that a salesperson receives a bonus or commission for their efforts. Your incentive just can’t be the primary impetus that’s driving the purchase of your product or service.

Too often, sellers chase deals by focusing on the transaction. “When can we get a PO?” Or they ask, “Do you have all the approvals?” Sometimes, sellers just ask, “Mr. Customer, can we wrap this deal up by the end of the week?”

For those items where the value doesn’t get realized at the point of transaction, like in technology purchases, certain healthcare devices, or when implementing new financial programs, the actual value to the customer may not come until long after the purchase.

In those cases, the question that will ultimately determine the timing of your deal is:

Salesperson: “Ms. Customer, if we look past the purchase decision and transaction for a moment, if you do choose to move forward with this proposal, when would you like to start realizing the benefits we’ve discussed?”