Most sales professionals make career-limiting mistakes everyday. There’s no need to do this. Read on to find out what they are and how to do it differently.
Mistake 1: Pitching products instead of finding out what customers need. If customers really knew what they needed, they’d buy it without a sales person being involved.
For example, a sales person calls and says, “I’ve got a great new computer program for voice dictation that I know you’re going to love! It has all the features that you’ve been looking for. Would you like to try it out?” You don’t have time to try out something new.
What to do differently: Have a conversation to discover what they need. Lead with the need and you’ll discover deals. Your questions can guide the conversation direction and the answers will guide what you ask next. Information plus implications creates interest.
For example, ask, “Are you finding that you are overwhelmed with answering emails, creating new reports, and trying to stay on top of all your paper work? If so, I have a tool that can cut by a third the amount of time you spend on these tasks. What would you do with your new found time?
Mistake 2: Cutting price instead of adding value. Slashing price trains customers to expect lower prices and devalues your product.
For example, a sales person offers, “If you buy today, I’ll knock 20 percent off the price.” You know that you can get that deal any time you ask for it.
What to do differently: Add value. For example, offer to increase the quantity for the same price. Or offer training with purchase. Or offer a $10 credit for accessories for each $100 spent. The powerful outcome of adding value is that you can make it a limited time offer to increase urgency. And you’ll protect the list price of your product.
For example, you offer, “If you’re on the fence about this, I’ll include a complementary training session to help you get started right away and so that you’ll be successful fast. We normally charge $99 for this session, but I’ll include it today if that would bump you off the fence.”
Mistake 3: Giving up too soon. Most customers need to think about new ideas before committing, unless the offering solves an immediate need.
For example, a sales person just doesn’t follow up.
What to do differently: Ask permission to stay in contact. Offer to update them with new ideas that you believe that they can use. Check in with them with a new offer, a new idea, a new bit of news that they can use.
For example, you say, “I know you’re interested but the timing just isn’t quite right. May I stay in touch with you to keep you updated and to remind you of what we can do when you’re ready?”
Do these things differently and you’ll be CompetitionProof.