Now there may be more… many more… but i’m trying to keep this list to just 10!  Not an easy task

These are the biggest and most common mistakes a sales person can make:

1. Not being prepared before the presentation. Now don’t get me wrong, I’ve had to “wing it” a couple of times and had it work out well, but the professionals know what they’re doing and that’s why they do it so well.  So get prepared before the call/meeting/presentation, and you’ll consistantly do well.

2. Presentation.  Seriously, presentation makes up so much of your communication. Look the part.  If you’re selling to tradies, it’s worth dressing like a tradie so you look like you know what you’re talking about.  People can relate to you that way.  If you’re selling to people who wear suits, then wear a suit.  Go out and get the same brand too!  At the very least, keep yourself looking neat and tidy, and also the place where you work and present to your clients.  Presentation is everything and can make or break the deal even before you’ve considered the products.

3. Knowing your products/services. This is something that’s a big issue for sales people these days.  Product development and technical specifications are hard to keep up with but it’ll make or break you.  Specialise if you need to, but if you don’t know what you’re selling, you’ll lose the deal.

4. Asking the wrong questions. Communication is what selling’s all about.  And selling’s all about finding out what your customer needs.  Ask the right (and sometimes the tough) questions, and you’ll get the answers you need to move forward.

5. Not Listening.  Similar to not asking the right questions. Make sure when the customer’s talking, you shut up.  Don’t think about what you’re going to say next.  Pay attention to what’s being said, verbally, and with their body language.  You’ll learn what you need to know in order to make the deal.  You’ll find what really drives the decisions in your client.  And you’ll know what sales techniques to use to get the best results in each situation.

6. Not keeping your promises. If you make an arrangement to contact a client on a particular day, then do it.  If you promise delivery on a particular day, then deliver.  If you promised to take your clients kids to the park once a week for a month so your client can go to the football with his mates if you get the deal… then do it! You’ll keep your clients for longer, and you’ll be known as the guy who comes through when you need him.  A worthy reputation.

7. Not having any sales goals. Goals are like directions.  How will you know where to go if you don’t know where you’re heading?  It’s simple: People who set goals tend to achieve them.  Those who don’t, don’t.  Set some goals today, and track your progress.  Even if you don’t achieve them the first time, at least you’ll know where you’re going!

8. Not paying attention to the customer. Like listening, it’s important to notice the little things.  Become sensory aware and use all the info you’ve got to figure out exactly what makes this client tick.  Look for reactions, and emotions etc.  Until you start paying attention you’ll be missing what’s really going on around you.

9. Lack of congruence. If you don’t believe what you’re saying, and show that you mean it… neither will your client.  You’ve got to mean it. Sales people have a reputation for being dishonest already.  Become an example of someone who really means what they say and do in all areas of your life.  You’ll earn respect, and become trustworthy.  People will buy from you.

10.  Just not giving a damn. If you get paid by the hour, and you’re going to be paid anyway, there’s a good chance you’ve done this before.  It’s easy to say “Well, I’m getting paid if this joker buys this or not.”  But you’re selling yourself (and your company) short.  Go the extra mile and do your best to look after the people you meet.  If you really don’t like your job, then get into something else.  Seriously, you’re wasting everyone’s time and money.

That’s it.  That’s what not to do when selling. Now, do the opposite. 

Many people have the fear of getting known as a pushy “used car salesman” type character when they’re involved in sales work.  They might use this as an excuse not to get involved with the company training program, or actively seek new clients.  They take more of a passive approach with their selling skills.

I’ve heard many people say “I don’t want to be a sales person” or “I’m not in sales, so I’m not going to be pushy”.

But guess what… we’re all selling something.

Might be the idea we just had, selling ourselves in a job interview, asking someone out on a date or even just selling the company image whenever you’re at work.  The fact is, we’re all in sales… like it or not.  So sales skills are a must, whoever you are!

Remember: If it’s not worth selling, don’t sell it!

I learned early that if you don’t believe in what you’re promoting, then get out of there fast.  If you’re selling something that’s no good, then you are doing no favors to yourself, or your client.  It will always come back on you.  You’ll either earn less (because you know it’s crap), or you’ll just feel bad for ripping people off.  Trust me, it’s not worth your integrity.  You’ll get that “used car salesman” reputation too.  Now you don’t want that do you?

Another reason not to sell something is simply because you can’t make money selling it.  I mean, if you and a friend are selling 5 cars a day, and you only make $50 a sale, and you’re mate is making $500 in the lot next door… then MOVE NEXT DOOR!  Wow, I’ve seen quality sales people go broke just because they had some strong will to make a bad thing work when they could easily have just taken one of many job offers and been really making some money.

The lesson?  You sell to work, and you work to make money.  Sell what you believe in to people who need it, and sell what people are paying for.  You’ll sell a lot more and you’ll make a lot more happy customers.

Clients like these have the idea that they’ve tested all the products in the market and they’ve got the one that works best for them. They might have thoughts like the following:

• We are getting the best we can for the price
• All the products are about the same
• We have a couple of problems with service but doesn’t everyone?

These customers present the highest potential opportunity for you at selling. They present to you with an apathetic attitude, to which all you have to do, is demonstrate that there is something better. (And show them how much pain they’ll experience if they don’t change, the motivator!)

Find out as much about their current situation. This kind of customer knows they have some problems, and is open to discussion about them. He is simply closed to solutions because he doesn’t think there are any.

Unfortunately, because they think there are no solutions, they also think they’ve seen it all. This is the typical “Know it all” customer. Or “The ball breaker” as is sometimes called.

Let me be clear, these are the customers I most often sell products to. It takes product knowledge and tactical communication to demonstrate to these people that you are on their side (with all the information) and you’re prepared to share it with them (In return for sale of course.)

What’s the best approach?

“I’d like to know you’re opinion on new product advancements and solutions in [your product area]”

That’s it. They know it all anyway, so you ask them for help. You’ll be let right in the door, and you’ve even set the topic of discussion – your product!

Now all you have to do is sell him on the idea that there are new solutions. Let him know that you are the messenger bringing the new info personally. These are groundbreaking new ideas to help them save time and money, and you’re the first to find out!

If you’ve already got a customer base, and this client has purchased before, make sure they know you’ve put them on the top of the list with this new rollout.

Lastly, if the client is blocking the sales decision, or is not open to the idea, evaluate your time and estimated return. You may be better off talking to a more receptive audience.

“Motivation is the art of getting people to do what you want them to do because they want to do it.”                                                                          Dwight D. Eisenhower