subject: The 7 Most Common Sales Mistakes [print this page] We all make mistakes when selling our product or service. Here are the most common mistakes people make. I have to admit I have made many of mistakes listed in this article even though I have been teaching this stuff for over fifteen years. I hope you can learn from them. Here are the most common sales mistakes.
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 of learning 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.
2. Failing to complete pre-meeting research. If you deal with senior executives, it is essential that you conduct ample research prior to your meeting so you can effectively position your offering. Asking high-level executives fundamental questions is a complete waste of their time and demonstrates a lack of respect. I can almost guarantee that if you make this mistake, you won't get a second meeting.
I have received countless phone calls from sales people hawking their wares and trying to sell me 'stuff' I have no need for. As a sole proprietor, I do not need a complex telephone system, additional employees, or an automated payroll system. Invest the time learning about your prospect before you call them and before you try to schedule a meeting.
3. Talking too much. Too many sales people talk too much during the sales interaction. They espouse about their product, its feature, their service and so on. When I first bought carpet 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 carpets 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 for a specific advertising job. 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.
4. Giving the prospect irrelevant information. The majority of sales presentations I have been subjected to have focused too much on the seller's agenda instead of demonstrating how the product or service could help solve an immediate problem. Don't waste your prospect's valuable time by talking about the awards you have won, the companies you work with, or how long you have been in business. They simply don't care.
5. Lack of preparation. 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.
This also applies to face-to-face meetings and sales presentations. Make sure you have everything readily available during your presentation. In fact, I suggest that you create a checklist of the vital information you will need and reviewing that list before you leave the office.
6. Neglecting to ask for the sale. I once had a participant in one of my workshops express interest in my book. I told him to look through it but at no time did I ask for the sale. Later, I heard him express this observation to other participants in the program. 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.
7. Failing to consistently prospect. This is one of the most common mistakes sales people 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. This strategy prevents the peaks and valleys that other sales people frequently experience.
With a bit of focus and discpline, you can avoid these common sales blunders, improve your results and make more money.
