In the constellation of sales, there are only a few actual shining stars. The other 99 percent fall on a continuum from very good to poor. The common approach is to hold up the 1 percent of star performers as models for everyone else. While that may motivate a few people, it doesn’t help the vast majority of salespeople who want to sell more but don’t know how.
It’s time to educate your salespeople about what they do that bothers customers and loses sales unnecessarily. Here are 22 examples:
1. Trying too hard. A salesperson can be so focused on making the sale that customers feel pushed to make a decision. Even though they may want to say yes, they say no to escape.
2. Inadequate preparation. Canned or rote presentations can be so general they’re meaningless and emphasize the product without relevance to the customer. Salespeople must address the customer’s exact needs.
3. Ignoring the customer. All meetings and phone calls don’t call for the same approach. Customers try to figure out whether or not a salesperson is genuinely interested in them, and the answer determines the outcome of the sale. Any answer other than “yes” means a lost sale.
4. Talking too much. When salespeople don’t know what to say next, they cover it up with more talk. Instead of using such moments to ask questions, they talk more, but the sale is already dead.
5. Laying on the jargon. Some salespeople think it makes them seem confident and competent if they use a “secret language” to sound like experts. Instead it only makes customers feel uncomfortable.
6. Poor follow through. By placing the top priority on closing sales, little effort often goes into preparing, including not answering emails or returning calls, forgetting to send requested information and not meeting agreed upon deadlines.
7. Writing off prospects. How many times has a prospect become a customer long after the salesperson has dropped them? There’s no telling how many more sales can be made just by staying closer in touch with prospects.
8. Lack of enthusiasm. Whether it’s a clerk at a dry cleaner store, a server at a restaurant, or any salesperson, it takes energy and enthusiasm to engage customers.
9. Not painting verbal pictures. Too many salespeople try to impress customers with war stories when customers really wants to know how their purchase will improve their life and make them feel good.
10. Playing a role. It’s never deliberate, but it happens. A salesperson’s words, manner and attitude can cause customers to react negatively. Instead of acting normally and personable, they come across as playing a part or following a script.
11. Failing to involve customers. It’s not only inexperienced salespeople who are guilty of talking to customers, not with them. Keeping tight control is akin to winning the battle but losing the war.
12. Too focused on what they want to sell. It’s one thing to be enthusiastic, but something else to make customers feel what you’re selling is all you care about.