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The competitive sales environment demands a total dedication to both the job and the sales profession. As the customer becomes more sophisticated and demanding, the most common sales mistakes listed below telegraph a distinct message to the customer - that you as a sales person are only interested in yourself and not in the needs and requirements of the customer.
The biggest fear many customers have is that the sales person will disappear after the sale, leaving them to deal with any problems.
These common sales mistakes undermine any trust and credibility which you may have established with the customer while fueling their fears about the consequences of their ultimate purchase.
These are mistakes made by either the novice sales person, who doesn’t know better or the sales person who doesn’t care. They create a distinct perception about the sales person, the company and the product. It is within the power and control of the sales person to manage and control perceptions to their advantage. To successfully do this, the following mistakes must be avoided.
Implications to the Sales Person
No salesperson can be successful making the same mistakes over and over again. Overall, the mistakes listed below indicate a lack of dedication and commitment to both the job and the customer. There is little wonder they actions result in the loss of the sale.
There is no reason for a sales person not to pay attention to the detail required to make the sale. A lack of preparation and the use of a generic presentation is simple laziness on the part of the sales person.
Successful selling takes time and preparation. However, the time and work invested in your craft will be compensated by the sales and commissions you generate.
The Application
Here is a list of the most common and most damaging mistakes you can make.
Lack of Preparation:
How many sales people walk into a prospect's office and wing it.
Try this instead:
a. Develop a working outline of the major points you wish to cover and the information you are planning to obtain.
b. Determine what the objective of the call is and how you plan to achieve it?
c. Determine what do you need to do to achieve your call objectives?
~~~
Not Listening:
Many sales people feel it's their job to talk and the prospect's job to listen. Let the prospect talk and lead them through the process with open ended questions. As you compile information, look for ways to meet their requirements.
Not Asking for the Order:
Many sales people either forget or are afraid to ask for the order. This is your job and a prospect will understand this, just don't get too pushy.
Moving Too Quickly:
Most sales are obtained after eight calls, while most sales people quit after five calls. Trust and rapport with the prospect takes time to cultivate. Today the key is to build the long term relationship rather than a quick sale. Develop patience.
A Generic Presentation:
Every prospect has unique needs. There is no doubt that many have similar requirements. However a generic presentation is the easy way out that shows your lack of interest in the needs of the prospect. A tailored presentation is more convincing and demonstrates your interest in solving the prospect's problems.
Poor or No Follow-up:
The sale is consummated when the customer's needs and expectations are met, not when the sales is closed. Too many salespeople feel their job is done when the sale has been consummated. They move on to the next prospect and never follow-up to assure satisfaction. They fail to build the relationship and lose out on future sales opportunities.
Something to Think About
Most of the most common sales mistakes are made by a sales person who is too lazy to do the things they need to do to succeed. With this in mind, consider the following points:
1. Have you ever committed one of these major mistakes? What happened? Explain.
2. What can you do to avoid these mistakes on a consistent basis? Explain.
-- By Timothy F. Bednarz, PhD
Timothy F. Bednarz, PhD is the Principal Partner of the American Management Development Group. He can be reached at 800.654-4935 or amdg@charter.net. Find out more at www.LetsTalkSelling.com.
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