Mistakes sales people make

Knowing what not to do in sales is just as powerful as knowing what you should do. These are some of the most common errors you need to avoid if you want to win customers; we see bad sales people make these mistakes all the time...

1. Not listening

We’re always amazed when we meet a sales person who goes straight into their sales pitch. They don’t ask about our needs or our problems - it’s just straight into their product, why it’s the best thing ever and why we’d be mad to consider anything else.

It might be true but until they’ve listened to the customer and his unique situation they have no credibility. You see customers are special and different; they want you as a sales person to listen to them and consider whether you really do have a solution that’s right for them - and not just right for your sales target.

2. Stretching the truth

The worst salesman we ever met exaggerated everything about his company and his product. Although he won some customers, he soon lost them when they realised he couldn’t keep the promises he’d made about the performance of his product and his company’s capabilities. No one likes to be lied to?

The first word you want your customers to use to describe you should be "honest". If you’re going to succeed long-term you must build and maintain a reputation for honesty and integrity.

3. Not saying "I don’t know" when they don’t know

Nobody knows everything but some sales people prefer to waffle and bull rather than just say "I don’t know the answer to that question, but I’ll find out for you", which is so much more credible.

4. Selling too hard

We can all picture the pushy salesman and it’s probably not a particularly pleasant image. When you meet the best and most successful sales people you don’t feel as though you’re being sold to because they’re so subtle and skilful.

The best sales people use gentle persuasion to help you move towards a solution that really is best for you. Your uncertainties disappear and you feel good when you finally make your decision. We like to call this "helping the customer to buy" because we believe people love to buy (but may need to be led and guided) but hate being pressured into it.

5. Not knowing the competition

Think about it, you have to be better than your competitors to get orders - so you really need to know what your competitors are doing and what they can offer.

6. Not speaking to the real decision maker

There are decision makers and there are people who are not decision makers. Decision makers can say "yes or no" everyone else can only say "maybe or no". It’s a tough sale if you’re not speaking to the decision maker, as you’re unlikely to be told the real and genuine buying criteria.

Always speak to the person who can actually make the buying decision. If you’re not sure, there’s nothing wrong in asking "If I’m able to convince you that my product is the right one for your company, are you authorised to place an order or will you need to refer to someone else?"

7. Not following up on leads

This really is difficult to believe but surveys have shown that many leads are never followed up at all and those that are followed up are not responded to quickly enough to impress a prospective customer.

Think about it, that’s a potential customer wanting to buy from you and taking the trouble to make contact - and they’re ignored?

8. Not dressing appropriately

It seems obvious but selling involves meeting people who have never met you before and you have to make a good first impression. You’re trying to do business so make sure you look the part and dress appropriately.

For a world class approach to growing your sales call Appleberry on 01244 671 300