The Biggest Sales Mistakes

This one's an eye-opener. Pick which ones you've been guilty of, I hope it's not too many and not too often.

· Mistake 1: Knowing everything

Thinking, "I am the greatest" will get you nowhere. Listen for problems and look for ways in which you can help. Look for and offer solutions. A big part of professional sales is humility. Employ it.

· Mistake 2: Not making friends first

Find something to laugh about. Find a link with the prospect, something you both know about and like.

· Mistake 3: Prejudging the prospect

Thinking "open mind equals an open wallet" is doomed to fail. Look for individual characteristics. Don't try to 'type' your potential buyer.

· Mistake 4: Thinking the customer doesn't have enough money

List every way your buyers can afford to begin using what you have to offer. Create and expose needs so important that solving the problem overrides the cost.

· Mistake 5: Thinking your price is too high

List why your price is fair. Sell value. Sell amortised cost. Sell service. Sell yourself.

· Mistake 6: Having poor presentation skills

Rehearse any proposed presentation. Ask peers to honestly evaluate … and appreciate their criticism.

· Mistake 7: Not asking the right questions

Ask prospects questions to make them evaluate new information. Ask questions that qualify needs and finances. Ask questions that separate you from your competition.

· Mistake 8: Selling before needs have been established

Develop some form of needs assessment. Draw out (know) specific needs before your presentation.

· Mistake 9: Selling in terms of yourself, not the customer

Promote previous customer success stories as a result of using the product you are trying to sell.

· Mistake 10: Talking too much

Ask questions at least 50% of the time. Draw responses that keep the buyer dominating the conversation.

· Mistake 11: Being unprepared for objections

Brainstorm responses with your sales peers … then work the answers into your presentation.

· Mistake 12: Putting down the competition

Sell for yourself, not against someone else. Substitute the words "industry standard" for competition. NEVER say one bad word about your opposition.

· Mistake 13: Lying

Tell the truth even if it hurts. A lie can cause permanent injury.

· Mistake 14: Using poor follow-up

If you say you'll call back at 4 pm on Friday … do it.

· Mistake 15: Thinking the customer will return your call

Get the secretary at the other end to tell you the best time to contact the decision-maker, then make that call.

· Mistake 16: Not putting in enough time, and not using your time wisely

What do you do best? What will lead you to money? Spend 80% of your time on those things.

· Mistake 17: Not networking enough, or effectively

Go to your customer's meetings or events. Get involved.

· Mistake 18: Blaming everyone and everything - but yourself

Take a look in a mirror.

· Mistake 19: Celebrating or bragging too soon

Deposit the money in the bank first, and let the cheque clear. Now celebrate.

(Jeffrey Gitomer)