December 10, 2007
101 Selling
Selling is tough enough - Don't make these 5 stupid mistakes
1 - Never make sales calls from a cell phone.
First, it gives the impression that we're on the run, in a hurry or squeezing in the call. Second, cell phone sound quality is often poor and calls get dropped. These are the wrong conditions for making the right impression. In other words, it isn't professional.2 - Don't waste time chasing the wrong prospects.
Too many salespeople irrationally race after even the most unqualified leads, always hoping a miracle will occur and they will find a winner. Rarely, if ever, does this occur and time is wasted. Qualify prospects against the profile of your best customers before going after them.3 - Share your expertise.
Customers want help, not the product or service you sell. That's why your greatest asset is your accumulated knowledge and experience. This is the benchmark customers use to measure competence. Most salespeople don't understand this basic issue and spend their time trying to convince customers to buy what they're selling.4 - Never start a conversation, sales pitch, email or letter with "we."
We talk about the things we know best. Sometimes it's sports or family, but always about what we do or sell. If we really valued customers, wouldn't we start every conversation or letter talking about them?5 - Stop the small talk.
If building rapport is the issue, then figure out what's important to that particular person and talk about that, not the weather. The best way to show you're serious and value the customer's time is not to waste it.If you avoid the five stupid mistakes, you have plenty of time to focus on the one most important question: "What does this customer need to accomplish and how can I help?" Figuring out the answer is the best way to make sure you make the sale.
John R. Graham is president of Graham Communications in Quincy, a marketing services and sales consulting firm. He can be reached at jgraham@grahamcomm.com or www.grahamcomm.com.
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