4 Important Selling Principles Many Sales People Get Wrong

4 Important Selling Principles Many Sales People Get Wrong

The selling process is fraught with challenges. But, no doubt you already knew that. What you might not be aware of are the endless traps salespeople frequently fall into; often without realising. Many mistakes occur due to lack of knowledge and experience, but in an age where closing the sale is more demanding than ever, it is vitally important to get things right.

No one is immune from the sales traps. But, even if your offer is head and shoulders above the rest, you will struggle to seal the deal if you are continuously flouting certain important selling principles.

Talking Too Much

Salespeople often jeopardise their relationship with a prospect by talking too much and not listening enough. According to research by sales strategist, Marc Wayshak, the average salesperson talks 81 percent of the time during a selling situation. The majority of time is likely spent giving a rundown of the products and services on offer.

These days, people can simply visit your website to get the information they need about you and your products. Rather than risk losing their attention by repeating things they already know, you should have a conversation with them – a conversation where you ask questions, address objections, and most importantly, listen to what they have to say.

Talking Too Little

Of course, just because a prospect can find out all the information they need on your website it doesn’t mean they have. The assumption that prospects already know certain things could lead you to jump to ruinous conclusions.

Asking the right questions and truly listening to your prospect will help you get the balance of the conversation right. Always go in with the aim of getting all the facts from your prospect about what they need and why. Allow them plenty of room to talk, but don’t withhold information that could be valuable to the conversation in fear of talking too much.

Making Assumptions

Most salespeople assume that the problem the client communicates is the real one. That is a normal and natural assumption. But, in reality, the real problem often lies deeper than the prospect is letting on. That means you could potentially miss the issues altogether.

Similar to the role of a physician, you need to figure out if what the prospect is communicating is the real problem or merely a symptom. If you can identify the root problem through expert questioning and careful listening, you will be able to bring true value to the prospects life.

Neglecting the Customer Experience

It costs five times more to acquire a new customer than to sell additional service to an existing one: People buy from companies they know, like, and trust: The majority of sales meetings require at least five follow-ups before the sale is made.

All of the above help to emphasize the importance of developing relationships with your prospects. According to one survey, 44% of salespeople give up after the first follow-up; preferring instead to begin the sales process all over again rather than nurture the relationship they already started.

If you want to avoid the constant uphill battle that many salespeople face, you should focus on the customer experience and on cultivating relationships.


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