 Top 7 Sales Blunders - Common Mistakes
Made In Sales
By Kelley Robertson of the Robertson Training Group
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 the mistakes listed
in this article, even though I have been teaching this stuff for almost a decade. I hope
you can learn from reading about these blunders:
1) Allowing a Prospect to Lead the Sales Process - The
best way to control a 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) 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 the most common mistakes. I have received countless phone calls
from sales people hawking their wares and trying to sell me “stuff” I have no
need of. 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 that 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 their business. By doing this, he is able to determine
the most effective strategy for that prospect.
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 exactly how your
product or service relates to my specific situation.
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.
6) Neglecting to Ask For the Sale - I recall a
participant in one of my workshops expressing 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 Prospect - This is one of the most common
mistakes independent business owners 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.
Even the most seasoned sales professional makes mistakes from time to
time. Avoid these blunders and increase the likelihood of the closing the sale.
Kelley Robertson, of the Robertson Training Group, works
with businesses to help them increase their sales& motivate their employees. He is the
author of “Stop, Ask & Listen - Proven sales techniques to turn browsers into
buyers.” For information on his programs, visit his website at www.RobertsonTrainingGroup.com
Receive a FREE copy of “100 Ways to Increase Your Sale” by subscribing to his
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