Maybe it's more negotiations than sales, but negotiations are often a big part of sales so I would add being the first person to give a price.
12 Most Egregious Sales Mistakes
Many of us are in sales, whether it’s actually part of our job description or title. Even if you don’t sell products or services, you still need to sell your ideas and yourself.
Avoid these mistakes and you’ll close more sales and open more doors.
1. Forgetting to turn off your mobile devices
You’re there to ask for action, such as a decision or a purchase. Your attention needs to be squarely on the people in your meeting. It’s poor form to get distracted by pings and rings. It’s even poorer form to answer calls, texts or emails.
2. Not listening
You can start to correct this huge mistake by stopping this: talking.
3. Making assumptions about needs, wants or capacity
This tends to happen most when a salesperson is listening the least. Selling is much easier if you know what the customers want. Don’t assume. Ask. They’ll tell you.
4. Not knowing, inside and out, what you’re selling
Do your homework or you’ll fail the test — and lose the sale. You know questions are coming, so make sure you’ve memorized the answers to them.
5. Underplaying value or benefits
Knowing all about what you’re selling is essential, but you also need to convey that convincingly and compellingly. Make sure your audience knows why they just can’t pass up this deal.
6. Not knowing when “no” really means “maybe”
Tune your antenna and watch for clues in the tone of voice or in the body language of the person who is hedging. In some cases, another example or piece of information might get them to “yes.” But…
7. Not knowing when “no” really does mean “no”
…not always. It’s a big mistake to keep pushing and pushing when the decision is no and it’s final. Graciously accept the verdict and try again next time.
8. Trying to talk the customer into the sale
Other options, such as presenting something different that fits the bill, are much more effective.
9. Focusing only (or mostly) on price
A competitive price is fine, as far as things go. But touting just that gives you nothing to stand on if a competitor undercuts you. Mention price, if it’s a selling point. But make your case on the benefits, value and other aspects that differentiate your offerings.
10. Avoiding, or forgetting to ask for, the sale
Being personable and developing relationships with customers are important, but you must still close the deal. To do that, you’ve got to ask for the action you want to happen. Sounds simple. But it’s a very common, and very big mistake.
11. Failing to ask for a referral
This is similar to #10, but in some ways, it’s an even bigger blooper. When you get the sale, you’ve won. You’ve got ’em on your side. So ask for the names of three other people who would also like the value or benefits your now-satisfied customer received from you.
12. Not following up with leads
You just never know where business can come from. Be ready. And when you get a lead — especially when you tell someone you’ll be following up — make sure you do.
I’ve done a lot of selling over the years. And I think it’s fun. Do you love it or hate it? Why?
Featured image courtesy of mackarus licensed via Creative Commons.
Becky Gaylord
Becky worked as a reporter for more than 15 years in Washington, D.C.; Sydney, Australia; and Cleveland, Ohio for major publications including the New York Times, Salon.com, Business Week, the Wall Street Journal, and was Associate Editor of the Plain Dealer's Editorial Page before she launched the consulting practice, Gaylord LLC. The company helps clients improve their external relations and communication and increase their influence and impact. Becky blogs about that (a few other things) at Framing What Works.
17 comments
@Hoovers Thanks for sharing 12 sales mistakes to avoid via @12most http://t.co/U8NaQJxT
Any time! RT @BeckyGaylord: Thanks @PegFitzpatrick & @PaulBiedermann for sharing ~> #12Most Egregious Sales Mistakes http://t.co/iiD0WmOH
@100milliongirls Yes! It's usually with the flavored like peach or strawberry. #MargaritaTime
One of my first 12 Most posts was "12 Most Obvious Reasons Why I Suck At Sales". Some of your suggestions are ones I know I do not execute. For example, I'm great at relationships...but not so great at closing! One intriguing point where I've seen a different option is #4. Sandler said the best salesmen didn't always know all the answers. I agree with your assessment, but he said the new salesmen who did not have the pitch down "cold" actually had a better close rate. I loved #2. It goes hand-in-hand with the Question-Based-Selling approach. Most of your talking should be asking questions. The key is to learn as much about the prospect's pains/goals versus cramming a solution down their throat.
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@dbvickery Brian, moving from chatting to closing isn't easy. It means risking a rebuff. It's not just a bit scary, it's also a matter of timing. It's not always clear when to move from a conversational pitch to asking for the biz. But I think practice helps. As for #4, I wasn't intending to mean memorize answers as if there's a script, exactly. That point was aimed more at advice on being prepared for a wide range of queries. It should be pretty rare to have to respond "I don't know" when asked about what you're selling. It builds confidence in you -- and your customers -- when you come across as an expert on your wares. (However, that's a far better response, if you truly don't know, than faking you're way through it!) Thanks for the comments, Brian!
I know that I have done #11. I am lucky to be working with someone who has been passing on the word for me, but I should learn the right way to ask for myself.
@susansilver Yes, asking for referrals isn't intuitive, it seems, for most of us. However, if you think about a customer as a satisfied buyer, that reframes the scene. And it might make it easier to ask for referrals if we think about existing customers as prime sources to give them. (Also, with a referral in hand, a salesperson is no longer facing a cold call; rather, a very warm one!)
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Ahh, yes. #6, 7, and 8 are all pet peeves of mine. Pushy sales people, no matter what they're pushing, is just the worse. I'm not sure if it's because people don't want to read body language or just don't care enough to do it, but it shows serious disrespect for the other person.
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