Business Etiquette in Sales: What Still Matters (And What Makes You Look Unprofessional)
- Andrea Goodman
- Sep 10
- 3 min read
Let me tell you a quick story.
A few years ago, I was working with a client who was so close to landing a six-figure facilities maintenance contract. The opportunity was warm. The decision-maker was engaged. Everything was lined up beautifully.
Until one follow-up email derailed it.
The sales rep—young, smart, and eager—sent over a message with the subject line: “Quick chat today?”
The body of the email? “Hey, just following up—can we hop on a quick call this afternoon? Want to talk numbers.”
No greeting. No context. No value. No personalization. The response? Crickets. Followed by a polite email two days later saying they'd gone in a different direction.
Here’s the thing: that sales rep wasn’t rude. But he was careless—and in sales, that’s all it takes to lose the trust you’ve worked so hard to build.
Why Business Manners Still Matter (Yes, Even Now)
I get it. We’re in an age of Slack messages, voice notes, and 10-second TikToks. Formality isn’t exactly trending.
But professionalism isn’t about formality. It’s about respect.
Sales is built on relationships. And just like in any relationship, how you show up matters just as much as what you say.
When you’re reaching out to a high-value prospect or nurturing a long sales cycle, your communication is your first impression—and sometimes your last chance.
🚩 5 Common Sales Communication Mistakes (That Are Quietly Costing You)
1. “Just checking in…” emails with no purpose
If your follow-up doesn't add something, it subtracts from your credibility. Prospects don’t owe you their time—make it worth it.
2. Overly casual intros
“Hey there!” might work for a group text. But when you're trying to close a commercial cleaning contract with a school district? Not so much.
3. Presumptive language
“Let’s hop on a call tomorrow at 10am” assumes their schedule is open and that they’re interested. You haven’t earned that yet.
4. Slow response times
If it takes you 4 days to reply to a warm lead, you're basically handing it to your competition.
5. Using canned scripts for every conversation
It’s obvious. And in today’s market, generic equals forgettable.
✅ The Sales Etiquette That Wins Business
So what does work? Here’s what sets real professionals apart:
Intentional subject lines: Try “Quick question about your facility vendor needs” instead of “Touching base”
Contextual follow-ups: “Wanted to share a case study from another school district we helped in your area.”
Respectful scheduling: “Would it be helpful to schedule 15 minutes next week to explore options?”
Human tone: Be professional, not robotic. Be warm, not pushy.
Responsiveness: Even a quick “Thanks for the update—looping back tomorrow” shows you’re present and engaged.
Business Etiquette in Emails
When I’m doing strategic outreach for one of my clients—say, a regional pest control company looking to expand into new commercial markets—every message is crafted with intention.
I don’t lead with a calendar link. I lead with a relevant pain point:
“Hi [Name], I noticed your facilities recently expanded. Many of our multi-site clients run into seasonal pest issues during transitions—just wondering if that’s on your radar too?”
If there’s a reply, we’re already in a conversation. If not, I’ll follow up with something that adds value—not pressure:
“Quick heads up—our team just shared a prep checklist for facility managers heading into fall. Happy to pass it along if you’re still dealing with recurring service issues.”
Because here’s the truth: sales isn't about pushing. It's about opening a door—and being invited in.
What Makes Appointments by Design Different?
We don’t believe in “spray and pray” cold calls. We don’t book empty meetings just to hit a metric. We don’t use the same script for 10 different industries.
At Appointments by Design, we deliver:
High-touch, boutique outreach that sounds like your brand
Strategic sales conversations—not one-size-fits-all pitches
Real relationships that turn into revenue—not just calls on a calendar
We’re selective in who we work with, because we’re invested in long-term outcomes—not quick wins.
📍 Ready to Build a Better First Impression?
If you're tired of bad appointment setters making you look bad—or wasting time chasing unqualified leads—it’s time for a smarter strategy.
Let’s build a pipeline that reflects your value.
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