From setting a sales meeting to closing the deal, never be afraid to say, “I don’t know”. You might find yourself without all the answers but pretending like you know it all is a tactic that will almost always lose the deal.
At the very beginning of my career, I went through a sales training exercise and I learned the “I don’t know” lesson. It has stuck with me ever since and I routinely share its importance with our sales team. Customers respect and appreciate when you are honest and forthright even if it means you have to get back to them with the right answer.