Someone lands on your website, walks into your store, gets you on the phone, or emails you wanting more information on what you’re selling and how it will fill his or her need. What happens next will often mean the different between making a sale and losing one.

Here are five things to avoid if you want to make the sale:

1. Don’t greet them cordially

The first thing you say or do can have the most impact on how the interaction will go. We all know that first impressions are important. When a customer is in the decision making process, getting treated like crap can be all it takes to make them walk away. Be courteous, enthusiastic, and helpful.

2. Don’t answer their questions

Too often the sales process is filled with canned responses and pitches. Learn to listen to what the customer is saying. They will tell you what they’re looking for, and what is important to them. That way you can respond with an answer customized to their questions or concerns. And answer them directly, don’t avoid the question because it’s difficult to answer or may not be what they want to hear.

3. Don’t give them pricing

Most people want to know the price right off the bat. In some cases, that’s difficult because pricing is based on options or custom quotes. But always offer at least a ballpark. Don’t avoid giving out pricing information in favor of collecting more information, otherwise you lose a percentage of customers before the conversation even starts. They will think you have something to hide, that the price will be a ‘gotcha’.

4. Don’t support your pricing

When you give them pricing, don’t give them pricing alone. Support your pricing with benefits and value. If your prices are higher than competitors, tell them why. Some people will shop on price alone, but most will shop on a combination of price and perceived benefit. Sell the pricing along with the value your product or service will provide.

5. Don’t follow up

The sale may not happen during that first interaction. Don’t worry. The key is a good follow up strategy. Keep track of customer interactions. Use email and phone follow up to keep your brand at the top of their mind. Ask them if they need any other information or help making the decision. This will often lead to sales down the road.