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. 

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.