Too many salespeople are relying on tired tactics to try to get your business. Whether it's inexperience or stress due to the economy, they are using tricks to try to woo you. Here are some of the mistakes they make that cost them sales:
You Move Too Fast: At networking events, after meeting someone, you immediately go into your sales pitch. It's like you're a windup, "sales robot." While you should be commended for knowing your talking points, you're no different than a telemarketer who calls someone while he or she is eating dinner. Actually you're worse because it's harder to hang up on someone who's standing in front of you.
Instead, find out about the other person's needs before you start talking about your wants. Ask questions about the challenges they face in your area of expertise.
You Don't Listen: One of our basic desires to know that we are heard. So why would you not pay attention to a possible customer?
When you reply to me, make sure you're picking up on what I just said. In addition, make sure you remember something specific about me. Write it on the back of my business card if you need a reminder. This way you'll have an immediate talking point the next time we're in touch. I'll be impressed with you for remembering me. Show people you care about them and consider them worth remembering.
You Spam Me: More and more organizations are sending out electronic newsletters. These can be a great sales tool but don't turn yours into junk email. Just because someone gives you a business card with their contact info, doesn't mean you have the right to sign them up for your newsletter. That's spam and a great way to make enemies.
If you've got good content in your e-newsletter, tell me about how it's helped people with similar challenges to my own and let me explore it on my own.. Post a copy on your website that visitors can see without having to subscribe. Most of all, respect my time and privacy.
You Over Call: If you get someone's business card and it contains multiple ways to contact them, then don't use all of them at once. It's little like being stalked to have your landline, your cell phone, and your email all dialed up, minutes apart, with your messages.
Show the customers that you respect their privacy and are confident that they will get in touch with you. One well crafted, well placed message accomplishes that.
You're Afraid of Rejection: Too many sales people live in the present when it comes to building their customer base. If they don't sell to you right away, they forget about you. This is shortsighted behavior because a, "no," doesn't mean, "never."
Sometimes for reasons you don't know, the customer isn't ready to buy from you yet. But if you left a good impression, there's a good chance they'll dig out your business card or track you down when things change. Use a good date base to keep track of those who didn't become customers. From time to time send them information that might help them. This is not a sales pitch but merely a way to continue to reinforce your brand in a positive way.
Sales is a challenging profession. Don't let desperation or insecurity put you on the path to gimmicks. Listen, communicate, and have confidence in your sales abilities.
