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Five Selling Mistakes You Can't Afford
There are certain selling mistakes committed repeatedly, by both veteran salespeople as well as new hires. Here's five of the biggest.
1. Unprepared
How many salespeople have a written outline of what they expect to achieve on a sales call? Many simply walk in a prospect's office, and ask, "What is it you need today?" If the prospect knew the answer he or she would get the yellow pages out and buy some!
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TOP SHELF TIP NO. 33
"Nobody who takes on anything big and tough can afford to be modest."
Orson Welles, American writer, actor, director, 1915-1985 | |
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Spend time on understanding the real needs and wants of prospects before sales calls. If that means you have to do some research at the library or on the internet, then consider that time spent as an investment in your success
2. No Formal Sales Presentation
Never assume people understand what you sell so. Some salespeople forget that many prospects only have a surface understanding of what they sell, yet may be embarrassed to let the salesperson know. A good sales presentation simply covers the bases and guarantees prospects know all the benefits and how these benefits can help them.
A presentation can be a dynamite selling tool if it addresses issues near and dear to the prospects. Of course if salespeople know little or nothing about the prospect's needs then they can't give a dynamite presentation, can they?
A good sales presentation is not "canned" or "memorized" so the salesperson sounds like a parrot. It is, however, an explanation of what he or she sells, presented in an orderly fashion, in plain talk, so prospects can easily understand what the salesperson is selling and why they should buy.
3. Reading Too Many "Relationship Selling" Books
It is great to build positive relationships with customers, however, people don't become lifelong pals after one or two sales calls. Pushing the issue too quickly to "buddy up" may cause some people to back off instead.
Another difficulty is when salespeople spend too much time with non-selling conversation about personal matters, sports, family -- the list is endless. Always remember customers are in the middle of doing jobs that feed their families, and are expected to produce results. Taking too much time with small talk or hanging out at customers' businesses breeds resentment. Be respectful of other people's time.
Good business relationships develop slowly based upon mutual respect. Keep initial sales calls cordial but professional. Being attentive to customers' needs so they see you as a dependable problem solver is one of the best ways to develop long term business relationships.
4. Not Listening
Some salespeople simply talk too much. When you are talking you are not listening, not learning about your prospect's wants and needs. Good salespeople should talk no more that 30 percent of the time; prospects 70 percent. The more prospects speak, the more information gained about how to best serve them. Salespeople also must understand the art of asking open ended questions to keep the information flowing.
5. Not Taking Care Of Established Customers
Some salespeople enjoy the chase of obtaining new accounts so much they tend to ignore their established business. One of the most powerful marketing tools today is good customer service. Never allow customers to be treated as poor relatives looking for a handout. They are your most valuable asset.
Source: Ted Tate is a keynote speaker, trainer, author and business consultant.
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