The Six Sins Of Selling

by Compiled by GymLink.com.au (Health & Fitness Resource)

Success in sales and in life is an ongoing process rather than a final destination. Great salespeople understand this and are constantly searching for ways to improve. In my experience of more than 30 years as a sales rep, sales trainer, and sales executive, the best sales professionals are people who are driven by an unbending desire to achieve greatness. They are unwilling to settle for less and are always open to new ideas.

Even the best sales reps sometimes commit one or more of the following sins; therefore, they are not presented in any particular order or hierarchy. I hope that this piece might be a catalyst for self-evaluation and perhaps present a different perspective on how we might improve even slightly as sales professionals.

Sales Sin #1: It’s easier to complain than to change
This sin is particularly deadly in my profession, the technology business. I like to say that in our business (and maybe yours) we must reinvent ourselves every 18 months or so. We operate in a global economy and change is inevitable. The products and services that were relevant in the past are relics today. Products and sales tools that once were very profitable and effective may now simply be irrelevant. If you are complaining rather than changing, you might be one of those relics!

Sales Sin #2: Selling personality rather than value
Customers will buy from people they like. There is no question about it. Today’s buyer, however, is much more sophisticated and has much more information at his or her disposal. The information revolution gives customers a global arsenal of data and an almost limitless number of options. In the past personality may have been your core value. Today it will deliver only a slight edge, all things being equal. Today, value almost always trumps relationship. Learn your product, and practice ways to effectively articulate your value.

Sales Sin #3: Lack of preparation
This is perhaps one of the most common reasons why sales reps fail. Failure to plan almost always results in a less than desirable result. Planning your meetings, demonstrations, and follow up is critical to ensuring that you truly understand your customer’s needs, and that you thoughtfully communicate solutions to address them. Most salespeople spend too much time thinking about how to sell a product to the customer as opposed to truly understanding a customer’s needs. Therefore, much valuable time, energy, and resources are wasted offering solutions that the customer doesn’t want or need. Spend quality time planning your calls and presentations and you will make a powerful impression on your customers and prospects.

Sales Sin #4: Failure to cultivate new customers
Customer attrition is a frustrating inevitability in sales. Businesses move, people move, economies shift, things change. You can count on losing customers even if you are doing everything right! If you are counting on your established customers to carry the day forever, you will most assuredly be disappointed. The sad fact is that most sales reps do not feel the full force of customer attrition until it is too late and they suffer for a long time until they refill the pipeline. Commit to a specific time every day to do prospecting. And be sure to make good notes, set reminders, and FOLLOW UP!

Sales Sin #5: Poor time management
The unsuccessful sales rep spends most of his abbreviated day on unproductive activities and waits for the phone to ring. He spends most of his time waiting for opportunity to find him rather than hunting for opportunity.

Notice how the most successful sales professionals are driven and focused. There is no time for distraction or negative self- talk. There is no procrastination or time for “busy work” during prime selling hours and they extend their day by starting early or working late (or both). They are either in front of a customer or planning to be in front of a customer, and they have their calendar full weeks in advance.

Sales Sin #6: Disorganization
I have never subscribed to the notion that a person who is disorganized can be successful at anything for a sustained period of time. Organization is an enabler of success and it is a critical factor in setting priorities and improving efficiency. Time is our most valuable resource and an efficient system will free us up to manage our most important priorities in a timely and effective manner.

Suggestions for improvement:

1. Embrace change by committing to ongoing education and outside reading. Avoid negative people like the plague. Associate with positive people and focus on a positive outlook.

2. Understand what differentiates you from your competition and learn to carefully articulate your value. Develop a hard-hitting presentation of the benefits that you and your company can offer your customer.

3. Always carefully prepare for your sales calls. Have a plan for every customer meeting and develop a well-conceived and repeatable sales process for understanding your customer’s needs.

4. Make the commitment to a daily business development practice. Spend at least one hour every day developing new business opportunities. Don’t expect miracles overnight, but with the right discipline and effort, you will see very positive results over time. Follow up, follow up, follow up!

5. Learn how to organize your time efficiently by using the many methods and tools that are available. Make the commitment to improve your time management skills and seek out and practice the good counsel of experts in the field through books, seminars, and training programs.

6. Don’t procrastinate! Improve your organizational skills by admitting that you need to improve. Prioritize your challenges by making a list of the things you need to organize and methodically tackle them one at a time. Make organization a priority and discipline yourself to practice good organizational habits every day.