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- Talking too much and not listening enough.
The art of sales is a dance and conversation. Make sure you do not dominate it. Nothing is more annoying to a buyer than a sales person who talks too much. Listen to the buyer, get curious about what he could possibly want or need, ask questions, and allow them to talk. Make sure you make them feel like you are engaged, and not just in there to make a quick sale.
What’s also worse is if you overstay your welcome—talking nonstop without any real point or agenda and wasting your client’s time.
- Failing on questioning.
Sometimes a presentation or meeting is wasted just because you fail to get all the info you need to help close the deal. This could be avoided if your conversation with client is peppered with the right questions. Some sales professionals don’t ask the most relevant (also often the most difficult) questions. Or sometimes they ask too few or too many (but not necessarily the right ones). Some of the hard questions you should be asking: “How do feel about the proposal / price?” “What would make you consider switching suppliers?” “How else can we make this work for what you need?”
That said, don’t grill your client with these tough questions. Don’t make it feel like a quiz. As mentioned, pepper the conversation with questions—insert them evenly: in the beginning, middle, and end. Make the questioning seem natural, like how you’d normally do it in conversations with friends.
- Focusing too much on pricing.
While pricing is an important factor in the conversation, it shouldn’t be the focus of the discussion. While you don’t want to hold out till the end to mention the price, you also don’t want it to be the first thing you mention. Build up the value of what you offer first; make a case for it. And midway in the conversation, mention the price. Then take it from there.
- Focusing on what you’re selling, and not on what the customer really needs.
Nobody wants to hear a sales pitch—especially one that’s hard sell. So imagine having to sit through a pitch that addresses none of your needs? What a nightmare! A sales professional should go in with every intention to help a customer, not just to make a sale. Have an honest conversation about your client’s problems and requirements, then offer your solution. Yes, don’t just talk about your product’s (or service’s) features, talk about its real value: how it solves your client’s problems.
- Being too eager to please.
We know: we want to please the client to get them on board. But make sure not to overdo it and appear needy, which is, quite frankly, very off-putting. Your client can’t be dominating the conversation and calling all the shots—and you feebly following. Don’t try too hard to please your prospect. Be confident in what you have to offer.
- Not having a strategy for follow-up.
After your presentation or meeting, you should have a plan for the next steps. Moving forward, what needs to be done? Make sure that you have enough time after the presentation to discuss the next steps. This is how you can assure a buy-in.
- Relying too much on your sales materials.
Your presentation deck, brochure, or sales kit should not do the talking for you. You should be able to answer questions without these aids. Not having enough product knowledge or relying too much on your materials when clients ask questions is a big no-no. (It’s equally bad if a client asks a question, and you reply, “Let me get back to you on that.”)
- Not having the urgency to close a deal.
You should have the urgency to close the deal as soon as possible. You can do this without sounding pesky. You can push without being too pushy. It wouldn’t hurt to ask in the initial meeting if what you’ve presented is enough for them to make a decision. (This also gives you the opportunity to ask how else you can address their needs.) You can also inform the client that your product or service is readily available, even if they have no immediate need for it. It shows them that you’re in charge and on top of your deliverables.
- Not being clear in what you’re communicating.
Sales professionals should never be set free without proper training. Communication training is crucial. Speech impediments should be corrected. Sentence construction should be taught—clear yet concise is the goal. If you don’t feel 100% confident about your communications skills, seek training from/with your superior.
- Debating with a client.
A client would sometimes say something you don’t agree with, or is not correct. Resist the urge to argue. You’re not there to make your case. You’re there to engage a client and win them over to your side. And arguing with them won’t do that. Instead of debating with them, ask them why they say so. You may even be given the chance to “correct” the situation.
Other major don’ts:
- Acting too chummy. Or too important. We’ve encountered sales people who act like they’re God’s gift to businesses, or like we’ve known them since we were kids. Just no. Be pleasant yet professional.
- Being late to a meeting.
- Not coming prepared—whether it’s with your appearance or your presentation.
- Not being 100% present. Don’t multi-task while in the meeting. Drop your phone.
