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.

Professional sales is a great business to be in if you can be successful. Some people think that they are too shy, that sales people have to be gregarious to succeed. That just is not true. You do need to be assertive, courteous, honest but not pushy. The thing that helps successful professional sales people is that they really believe in their product and that it will aide the consumer in some way.

Professional sales people are knowledgeable about their product or products. Knowledge will increase your motivation and self-assurance. You need to be able to answer any question a consumer has. If you do not know an answer, tell the consumer you will find it out quickly and get right back to him or her.

You might want to advertise to a specific group or to a general audience. You need to develop your sales pitch. There will always be a” Doubting Thomas” or some one that likes being the “devil’s advocate”. They ask ridiculous questions and seem to want to have a debate with you. Be polite and courteous but if the conversation is condescending and is not going anywhere, excuse your self.

Professional sales people get to know the consumer, they are friendly. The more you know about the buyer the better chance you will have a successful sale. Ask the consumer what they are looking for in a product. This is called asking probing questions. If you are genuine and friendly the consumer will not feel like you are too personal.

Professioaal sale people know who their competition is. When your buyer brings up your competitor’s product you will be prepared to prove why you have a better deal. Figure out what is their motivation to buy is.

A professional sales person knows how to manage their time. For instance, do not waste too much of your time with someone who is not really interested. Identify obstacles that waste your time. Learn time management techniques such as list making. Structure your time. Spend a certain amount of time with each prospect, if they are buying, spend a little more time, if not, move on.

Professional sales people have a good marketing plan. They have strategized and know who their prospects are. Do some research to determine if there is a demand for your product on the market. If you are using Internet marketing use eye catching, proactive web site techniques.

A successful professional sales person has a good attitude, motivates people and gets things done. This person makes him or her self invaluable to their employer. Professional sales people have a strategy and they execute their plan.

It’s not necessarily true that small business tends to slow down when there’s an economic downturn.  In fact, small businesses that are run well can actually do quite well during slowing of the economy.  Now we’d love to believe that we’re all running our businesses well, so let’s just check and see some of the best things to do during these times to maintain our stability.

Follow a Business Plan

The most important thing, above all, is to revise your business plan.  This is the essence of your business.  Have you gone a different way?  Do you need to change anything?  Is it a good idea to add new directions that you’ve not already considered?  Read over what you’ve got from the point of view of someone just starting out.  Make the changes you need to that seem to be a good idea.  You will probably even think of things that are integral to the growth of your company.

Look For a Coach or Mentor

Networking is the key here, that’s it.  Get a mastermind group with a broad base of professional skills and they can help you make the important decisions.  These guys are great for advice, and new ideas.  People to consider are lawyers, public officials, accountants, business managers, and executives.  Create your own “inner circle” of skilled and influential advisors.  These are people who you can rely on for valuable information about the environment in areas you don’t have any direct experience.  The benefit is exponential and should be shared to mutual benefit.  Social networking clubs like linkden.com are great for establishing these connections and you can even stay in touch using Skype if you’re not physically able to meet regularly.  Make sure to keep privacy a key concern, and objective analysis the main focus.  You’ll get many great solutions and partnerships from these relationships.

If you don’t have a mastermind group, get one.  It’s one of the most valuable support systems you can establish for when things get hard.

Make Client Satisfaction a MUST

You need your customers, and they know it.  They keep you in business.  Treat them with the respect they deserve because you wouldn’t be there without them.  Listen to them more, and you’ll discover the most important things to them… then provide them.  Get creative in finding ways to satisfy your customer needs.  Do a survey and ask.  Remember, it’s easier to keep a customer once you’ve got one, than it is to go out and get more. (And cheaper!)

Develop the customer relationships you already have

Keep your current customer database up to date, and satisfied.  Contact the customers you haven’t seen for a while.  Seek new ways to do more to satisfy their needs.  Maybe offer a new range of products?  If you can get long term clients, you’ll have more security.  Happy customers will be more likely to commit to long term agreements, and often pay up front for better deals.  The security is worth it.  Look for long term deals with customers you already have.  Continuity is the key.

Marketing and Promotion

Cutting advertising expenses is the LAST thing any business should do in an econimic downturn.  Remember, marketing GETS you customers, it’s money well spent.  Get out there and market your arse off, get more customers and sell better than ever.  People are seeking better solutions, get the word out and they’ll come running.

Look for new revenue sources

Don’t put all your eggs in one basket.  Make sure you have many alternative sources of income.  The more places you can get clients from the better.  Don’t just rely on walk-ups and call-ins.  Get more stability by finding at least 3-5 more ways to attract business and keep it.  Maybe offering a similar product, or something that complements something you already provide.  Make sure you don’t spread yourself too thin.  But keep an ear to the ground for things your clients need and ask for.  If there’s a theme, there’s an opportunity asking to be tapped!

Build a Team

Get to know the people closely related to your business.  The places you buy your products, the people in other departments, or similar trades.  Get an alliance with them and it’s possible to cross sell or do joint ventures.  Some of the best partnerships come from the necessity brought about by tough economic times.

Get More Customers!

You’ve probably been selling to the same customers for a while, so what’s to stop you from looking for a bigger piece of the pie?  Does your product fit a bigger audience?  Is there another use for the skills you have?  Think laterally and look for another niche to offer your services.  Maybe something as simple as a translation of your sales material can open up to a whole new community.  Think out of the box.

Know When To Say No

Look for the wastage in your processes and policies.  Tighten the reigns and control spending.  Track down all owed money and get the collection process in place.  Make things more efficient.  Look for discounts on your products and services.  Bulk buys and group buys are a good way to save here too.

What needs to be done right away, and what can be done later?  Look after your relationships with finance companies and suppliers.  Seek deals and negotiate better rates wherever possible.

Make sure you know the value of your customer and consider lowering start up costs to build more customer relationships.  Remember, if you’re having a tough time, they probably are too!

If you do well by the few, they will attract others.

Watch Your Customers Habits

Watch for little signs that something has changed with your clients.  Are they spending more/less, buying up, or holding off?  If you know what’s going on for them, you’ll notice their behaviour if something changes.  Get in touch with them if you notice something, and offer to help.  Keeping your customer in business will keep you in business!

Keep Your Employees Busy

It’s tough for everyone.  Many business fire staff to lower expenses, adding more work to the remaining staff.  Keeping people active is a great way to make sure productivity remains high, business increases and there is no need to reduce employee numbers.  This can also lead to very creative money saving ideas coming from innovative and inspired staff!

Reward strong efforts with public praise.  Let everyone know the good things that are being done and by whom.

These are good steps to develop strength in your organisation regardless of whether or not there is a recession.  You will make more money, improve staff moral, and have a more efficient problem solving machine for your customers.  Get back to the basics and make sure your business is healthy long term.

One of the most important lessons I’ve learned in my selling career is the ability to see things from someone elses point of view. If you can see things through your customer’s eyes, you’ll instantly build rapport and start developing a relationship.

Work backwards. See in your mind where you want the prospect to be. Then envision where they are right now (ask questions to clarify this point of view) and lead them cognitively through the sale.

Opening communication with a stranger can be a daunting prospect for the fresh salesperson. “Breaking the ice” was one term used to describe the process of “first contact.” And it’s good analogy.

Customers have developed a certain amount of healthy skepticism toward sales people and its quite justified. There are a lot of hacks out there that’ll rip you off without a conscience given the chance. So realise this is how the prospect sees you. It’s a valuable insight to begin with.

So how do you overcome this barrier?

Most people will suggest that the first step is to show people that you have something in common with them. Demonstrate that you’re just like them. A simple hello is often enough for a consumer to get directly into the sales process. Others might suggest it’s better to a comment about sports, their kids, something other than what you’re obviously there for. This “breaks the ice” so to speak and loosens the tension.

Not bad ideas, but you didn’t buy this manual to read about something you probably already knew. Here’s something you’ve never heard before. Here’s something extra to make this tip 100 percent profitable.

When you can make someone laugh, all the barriers come down. Laughter is the key to opening communication.

One of the keys to effective selling is to “get it.” In other words, you have to actually get out there and practice so you get a “feel” for how it works.  Do this every day at every chance you get. Say hello to strangers, crack jokes in an elevator. Whatever! Just one step at a time and you’ll learn how to read people and situations more clearly and be able to handle yourself with confidence.

Do something unexpected.

(In a retail/shopfront environment)

Me: (very serious) Hi, How’s it going?

Prospect:  I’m just looking thanks. (Crosses arms)

Me: (Very big smile!)… Wow! … I don’t need all the details buddy… just a friendly hello will do.  (Cheeky grin)

Prospect:  (laughing) Oh, ha-ha, ok… Hi

Me:  Hi, I’m Chris… (Shake hands if appropriate)  Now, what really brought you here today? Just knocked off work? On your lunch break?  Looking for enlightenment?  Trouble at home?  (Grin)

Prospect:  (smiling back and shaking head) Um… Well I’m actually just shopping for one of these.

Me:  Oh good, (wipe imaginary sweat off brow) I know nothing about enlightenment!  Take a seat.

You’ve got to entertain these guys! Now, this is a little over the top so obviously pick your audience, as you certainly don’t want to offend anyone. But if you add the cheeky grin, you’re sure to crack a smile on their faces.

Use body language… If the customer looks like a bit of a hard working outside type, lean on something like you’re at the pub talking to one of your mates you’ve known for ages.

Then bridge the gap. Often your customer will start talking about what they value without any questioning from you anyway. If not, then use what you have in common to ask some questions about what they think about your field or industry. Keep it light, and listen for any ways you can provide a solution to any problems they may have.

One of the secrets to creating laughter is to create tension, then release it. Practice it, and get the feel for what works for you and what doesn’t. We’re all different, but if you get the essence of laughter, you’ll find your selling will improve dramatically.

Tip: Read some books on comedy and watch some stand up acts.

Some people need a more business like approach. Always select your audience. A great line I use when talking to business professionals after a quick greeting is:

Prospect: “I’m just looking”

Me: “Oh good… do you mind if I ask you a few quick questions to see if it’s a good idea we do business today?” — Lead into a qualification

It’s a great time saver for them and you. It cuts through the crap… they’re obviously there to look in order to consider their options before buying. It also presents your intention. You’re there to do business. It’s a great opener because it sets the foundation for the discovery process. It allows your prospect the chance to make a small commitment in exchange for the chance to find a win-win situation.  Most importantly, you’re respecting the client by asking them permission to ask them for information, yet you remain in control.

Generally, Aussies, such as myself, are some of the most relaxed people you’ll ever meet in your sales career. But don’t let this fool you into thinking that they are any easier to sell to. Aussies tend to have a fairly set standard of deciding who’s going to be one of their mates and who’s not. Earn respect right off the bat and you’ll fit right in. Many people are known for their ability to work hard when they need to, and relax when they’re not working. So respect the fact that even if they’re dressed in jeans and a t-shirt right now, they may be an accountant, lawyer or high profile business owner.

“Many individuals have, like uncut diamonds, shining qualities beneath a rough exterior.”    Juvenal