There is a certain personality type that fits the sales mold, a commonality that binds us as a tribe and drives us to succeed. But that personality comes with its own flaws that can destroy a lead or deal. I would argue that a short attention span, eagerness to get to the next deal and a driven culture of impatience and desire for urgency makes these mistakes common place in the realm of all sales. If you can recognize these as a core weaknesses that plague us all and have a true impact on the lower echelons of our trade, you will emerge stronger and rise to the top.
Note: While these mistakes may sound small and insignificant, they can have a huge impact on your sales team’s success. According to research, salespeople make the following five mistakes more than any others:
Not listening to their prospects. A whopping 82% of prospects said they felt salespeople weren’t listening to their needs. It’s essential to listen to what your prospects have to say and tailor your sales pitch to their individual needs. In fact, before you utter anything after intros, you should have at least 10 "Uh huh'"'s, "I see's", "Tell me more's" or "Expand on that's". You get the point. Really, really listen and tailor your sales onslaught with direct references to what you HEARD.
Focusing on the wrong things. Prospects report that salespeople often focus on the wrong things during the sales process. By focusing on the features and benefits of the product or service, they miss the value proposition, how it can improve your prospects’ lives by solving a key problem.
Not being prepared. With 77% of prospects saying that salespeople aren’t adequately prepared when meeting with them, it’s essential to do your homework and know what you are walking into. Research your prospects and their business before meeting with them so you’re well-informed when you step into the room (virtual or physical).
Not understanding the customer’s industry. Sales targets repeatedly express that salespeople often don’t understand the customer’s industry or their needs. This is tied to your prep, but should be a separate step. Make sure to do your research before meeting with prospects and familiarize yourself with the industry and customer’s needs. Pro Tip: There are so many great resources online for doing pre-call research. Leverage the Big 4 Firms like Deloitte, KPMG, EY and PwC. They have amazing industry-centric portals. Also, search for Gartner on your industry for insights on pain points.
5. Not asking questions. Ever been on a first date where your companion doesn't shut the f' up and uses 'I' more than a politician? It's all about them, and so self-centered, not a single questions gets asked about you? Think of the sale as a first date. The prospect wants you to inquire and be interested. Remember, it's about solving their problems. According to a survey of prospects, 67% of them felt that salespeople weren’t asking enough questions. Asking the right questions can help you better understand your prospects’ needs and develop a tailor-made sales pitch to meet them.
Just some observations supported by numbers ;). Happy selling!