Taboo Topics

In sales, as in any job, you have to be careful what you talk about, you don't want to accidentally offend a client or prospect and lose out on a sale.

By Barbara K. Mednick, Star Tribune Sales and Marketing

Last update: October 5, 2007 - 11:36 AM

In Minnesota, the weather is a popular topic of discussion. That's because our dynamic weather usually provides good fodder; but also because it is one of the few safe things to talk about to avoid offending customers and prospects.

This is particularly important for sales and marketing professionals, who must communicate with customers and prospects and avoid "taboo topics" that could cause the loss of current and future business. This is critical as the Twin Cities becomes more and more culturally diverse.

"Taboo subjects depend on how well I know a client," said Paul Harry, president, BusinessWorks Consulting, LLC, Minneapolis. "A good rule is to stay away from anything that could negatively affect your business."

For Bev Bachel, president, Idea Girls, Minneapolis, this means avoiding conversations about work she's doing with other clients. "Clients only want to know that I'm hard at work for them," says Bachel. "This lets them know that they're important and I'm not too busy to do a great job for them."

When it comes to religion or politics, Sher Van Cleve believes you have to tread lightly and not talk too personally and passionately. "Watch people's facial expressions and body language to determine if the conversation is out of their comfort zone," advises Van Cleve, sales representative,

Flaire Print Communications Inc., Minneapolis.

Sam Zordich, president, Stonegate Growth Strategies, Minneapolis, agrees with Van Cleve. "Sometimes you can offend people without knowing, so you have to be aware of their reaction and body language. In that situation, the best thing to do is to say `I'm sorry, I was off-topic' and continue on." Zordich also avoids talking about marital, health or financial issues. "Personal finance is totally taboo because anything to do with personal money topics scares off clients," she observes.

There are also other things that cause fear in clients and prospects, according to Brad Lantz, principal, Absolute Advocates LLC,

Shakopee. He suggests avoiding the terms: cost or price, down payment, contract or deal. Instead use: investment, initial investment or amount, paperwork or opportunity.

And finally, if you're a real estate agent, there are specific taboos, according to Susan Nelson, Coldwell Banker Burnet, Minneapolis Lakes Office. "In real estate, it is illegal to discriminate against any person due to race, color, religion, national origin, sex, marital status, disability, sexual orientation or family status. As a listing agent, I can't advertise homes are `close to a synagogue or church,' or that you'll have `great neighbors.' When I represent buyers, I can't recommend specific communities. I can, however, provide demographic statistics or websites so they can make their own decision," she says.

Barbara K. Mednick is a Twin Cities marketing PR/communications consultant and freelance writer.

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