Sales is an interesting and challenging profession. Often the things we perceive as positives are actually “sales killers.” Let’s take a quick look at the biggest mistakes that sales people make and ways to correct them. Be honest with yourself as you go through these items and rate yourself! If you rate low, the good news is now you can work on improving.
- Poor planning- An amazing number of sales people “wing it.” If you walk in the door without doing your research on the company, the decision maker and his or her industry, it is like going into battle knowing nothing about the enemy which is not a wise move because you will step on landmines quickly! Do your research on the Internet, talk to vendors of the company and have an internal advocate who can give you inside information.
- Show up and throw up- Kind of gross but you get the point. If you dominate the conversation and start talking about your fabulous product or service and how wonderful your company is to work with, you probably blew the sale before you even got started. Question: Do you like sitting through a 30 minute presentation with no chance for input or escape? I didn’t think so! Get the prospect involved early in the process and you will learn enough to uncover needs and problems.
- Having no purpose- The prospect will appreciate the fact that you have a reason for being there that will not waste his or her time and be of benefit. Instead of starting out with “we’re here to tell you about our wonderful product,” (which is a purpose but a weak one), start out with a client centered purpose. “My purpose for meeting with you today is to explore options that could make your company thousands of dollars while costing very little in the way of employee time or money. Would that be of benefit?”
- Not understanding that questions rule the world- It is true, questions do rule the world of sales. Questions allow you to gain information, guide the sales process, control the timeframe and stay in control of the sales process. People love to talk, just make sure it is the prospect talking and not you!
- Being too bold! Enthusiasm is a wonderful thing and so is passion. Too much of it is a turn off to the prospect and actually puts up a defensive shield. What level of enthusiasm should you show initially? Controlled enthusiasm is the best start and then you can adapt to the prospects level of enthusiasm either up or down. Be positive and when the prospect starts “high fiving” then you can let loose! If the prospect is quiet and reserve you had better tone down or you will never get a second appointment.
- Information overload- This is a deal killer! The human brain can only take so much abuse! Review your sales process and you will find that information can be spread over several calls which gives you time to win the prospect’s trust. Don’t plan on getting too many second appointments after you have told the prospect everything there is to know about your product or service.
- Not asking for a second appointment- This is death! You finish the meeting, have a great feel that things went well and you never get the second appointment when you call. Sound familiar? The reason is life happens, they get busy, their enthusiasm weakens and your wonderful product or service is in the sales graveyard with all the other sales people who did not ask for the second appointment. Never go into a sales opportunity without a follow up strategy. Give the prospect a strong reason to meet with you again. EXAMPLE: “Jim, thank you so much for your time. I am going to review the information you shared with me and if I find ways to help you increase revenue, when would be a good time to meet again for about 10 minutes to review the information?”
- Closing too hard, too soon- Sure you have to close the sale, but in the more complex sale that involves more than one decision maker, larger sums of money and more time and risk, trying to close on the first call is like trying to go too far on a first date, you probably will not get the second one. The sales process involves, “know, like and trust.” These three do not develop quickly and to try and do so is destructive to the sales process.
- Poor follow up- Never commit to a prospect on anything you cannot deliver and never leave them without a “follow up impression.” A well written thank you card, followed by a letter outlining the sales call is the minimum to set yourself apart as a professional. If you uncovered any personal information that could lead to an news article or a follow up call, do it! Everyone does the big things, few people do the little things!
The best sales people are those whom are true professionals. They are calm, professional, positive and know in the long run if they build relationships, add value and solve problems, more times than not, they will win. Your prospect hears hundreds of “sales pitches” a say between news print, radio, TV, billboards and poorly trained sales people, it is refreshing to meet with someone that is focused on the prospect instead of themselves. Live to win!
Source: Ken Taylor. Ken is known nationally as “America’s Corporate & Personal Coach.” His company has trained thousands of professionals in sales, sales management and leadership. He is a professional coach to some of America’s top sales professionals, executives, NFL and college coaches as well as NFL players. He has written over 900 articles for publication. Ken can be contacted at ken@coachkentaylor.info. Visit his website at www.coachkentaylor.info