STRATEGIC SALES BLUNDER :
NOT LEARNING FROM MISTAKES
We all make mistakes when selling our product or service. Here
are the most common sales mistakes people make. I have to admit I have made
many of these mistakes, even though I have been teaching this stuff for almost
a decade.
Sales Mistake # 1:
Allowing a prospect to
lead the sales process.
The best way to control the sales interaction is to ask
questions. This is also the best way to learn whether or not your product or
service meets the needs of your prospect. Quality questions that uncover
specific issues, problems, or corporate objectives are essential in helping you
establish yourself as an expert.
Sales Mistake # 2:
Not completing
pre-meeting research.
After several weeks of voice mail I finally connected
with my prospect and scheduled a meeting. Unfortunately, I entered the meeting
without first researching the company. Instead of presenting a solution to an
existing problem, I spent the entire meeting learning fundamental information,
which to senior executives, is a complete waste of their time. This approach is
one of most common sales mistakes. Invest the time learning about your prospect
before you call them and before you try to schedule a meeting.
Sales Mistake # 3:
Talking too much. Too
many sales people talk too much during the sales interaction. They espouse
about their product, its features, their service and so on. When I first bought
a water purifier for my home I recall speaking to a sales person who told me
how long he had been in the business, how smart he was, how good his water
purifiers were, etc. But this dialogue did nothing to convince me that I should
buy from him. Instead, I left the store thinking that he did not care about my
specific needs. A friend of mine is in the advertising business and often talks
to prospects who initially request a quote. Instead of talking at great length
about the ad agency’s experience and qualifications, he gets the potential
client talking about her business. By doing this he is able to determine the
most effective strategy for that prospect.
Sales Mistake # 4:
Giving the prospect
information that is irrelevant.
When I worked in the corporate world I was
subjected to countless presentations where the sales person shared information
that was completely meaningless to me. I don’t care about your financial
backing or who your clients are. Make the most of your presentation by telling
me how I will benefit from your product or service until I know how your
product or service relates to my specific situation.
Sales Mistake # 5:
Not being prepared.
I
remember calling a prospect expecting to receive his voice mail. That meant I
was completely unprepared when he answered the call himself. Instead of asking
him a series of qualifying questions I simply responded to his questions,
allowing him to control the sale. Unfortunately, I didn’t progress any further
than that initial call. When you make a cold call or attend a meeting with a
prospect it is critical that you are prepared. This means having all relevant
information at your fingertips including; pricing, testimonials, samples, and a
list of questions you need to ask. I suggest creating a checklist of the vital
information you will need and reviewing this list before you make your call.
You have exactly one opportunity to make a great first impression and you will
not make it if you are not prepared.
Sales Mistake # 6:
Neglecting to ask for
the sale.
If you sell a product or service, you have the obligation to ask the
customer for a commitment, particularly if you have invested time assessing
their needs and know that your product or service will solve a problem. Many
people are concerned with coming across as pushy but as long as you ask for the
sale in a non-threatening, confident manner, people will usually respond
favorably.
Sales Mistake # 7:
Failing to prospect.
This is one of the most common mistakes independent business make. When
business is good many people stop prospecting, thinking that the flow of
business will continue. However, the most successful sales people prospect all
the time. They schedule prospecting time in their agenda every week.
CONCLUSION
Even the most seasoned
sales professional is a person in evolution. No matter how good you are you can
be better. No matter how good you are the competition is getting smarter. Use a
checklist to prepare your attitude, appearance, customer information, company
and product information and the selling environment, so you can be at your best
on every call. Study yourself, your product or service and your company to know
what is working now. Reinforce the actions and tools, which are generating
results. Learn from your successes as well as your failures. BEGIN TODAY ANEW
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