Selling: Where Does It All Go Wrong?

Selling can be a tricky business – if it wasn’t, we’d all find it incredibly easy all the time – and we don’t. However, there are some some key errors that salespeople frequently make. Based on fifteen years of research as a sales trainer and coach, Ali Chadwick looks at the top ten culprits – and what we can do to avoid them

1. FORGETTING THAT PEOPLE BUY PEOPLE FIRST

First and foremost in selling, people buy from people. This means that the first job of any salesperson – either on the phone or face to face – is to simply get themselves liked. People do business with people they emotionally relate to and connect with, whether they notice it or not. If you are recruiting, always hire inherently likeable people. Many other things can be trained – this isn’t one of them.

2. Failing to ask questions of sufficient quality and/ or quantity in order to establish a need or find a
problem. (NB: variations of this are asking closed questions or assuming you know what the need or problem is.)

Sigh. If I could eradicate this I would be out of a job as a sales trainer. So hurrah that I can’t! Seriously though, all great salespeople understand that asking enough great questions helps find needs and problems customers have. From there on, the entire sales process gets much easier.

3. POOR PREPARATION AND CLIENT RESEARCH

In every sales office today there will be someone saying: “Hi – can I speak to… Errrr….” Not knowing who you are calling and why, or failing to be on the ball with key information about your contact and/ or business from the off are things that aren’t usually forgiven. After all, do you forgive them when they are directed at you?

4. MAKING A POOR JOB OF OPENING THE CALL BY THE ABSENCE OF ANY KIND OF ATTENTION GRABBING “TURN-ON-PHRASE”

This is especially important over the phone where it’s much easier to be turned away. Luckily, there is a great structured way of approaching call openings which can be tailored to any business or product and increase your chances of getting over that first critical hurdle.

5. Volunteering “subservient” phrases early on that imply you think you’re bugging the customer, e.g. “it’s just a quick call…” or “I won’t keep you.”

There’s a lot of this about. What fascinates me about this particular error is not what the salesperson says – it’s the thinking behind it. For example, if a salesperson is thinking: “I have something of value to offer my customers which will benefit them” they will never open a call in this way. For this reason, positive mindsets are crucial in selling.

6. QUOTING FACTS INSTEAD OF DELIVERING BENEFITS – FORGETTING TO SHOW THE CUSTOMER ‘WIIFM?’ (WHAT’S IN IT FOR ME?)

Facts are just facts – they deliver nothing of value. For example, you may say of your product: “We’re the newest on the market”. This can result in a big “so what?” from your customers. Saying “we’re the newest on the market which means that you can have the confidence of knowing we have the finest technology to help you” delivers a benefit.

7. Forgetting to close the sale and/or hiding behind sending emails or info packs out

An increasingly worrying number of sales offices are silent but for the tip tap of keys on a keyboard… Salespeople are tasked with building and maximising relationships and taking them to a sales conclusion with ethical closing methods. As my first sales manager somewhat shockingly but memorably once said to a colleague of mine: “If you’re not closing sales, you’re just having conversations, and honey, I ain’t paying you for that…”(!)

8. Inability to “value sell” – that is, backing down on price objections rather than defending the rate and using testimonials to do so

Almost all customers object on price. Many do it as a reflex action or to see what kind of deal they can get – I certainly do. Salespeople must passionately defend the value of their products and be able to back up prices with solid evidence.

9. GIVING UP TOO SOON ON OBJECTIONS AND/OR FORGETTING TO CLOSE AFTER ANSWERING AN OBJECTION.

Everyone objects to something. In fact, it’s often considered that the “game” of selling doesn’t really start until an objection has been raised. The job of the salesperson therefore is to listen, empathise, reassure and counter with good answers to help the customer feel comfortable about their buying decision.

10. LACK OF PASSION AND/OR ENTHUSIASM IN THE BENEFIT SELLING STAGE OF THE CALL

Selling is a passionate business requiring momentum and confidence. When it comes to presenting benefits to your customers, genuine enthusiasm about what your products and services can do for them or their business is paramount. You may have said it a thousand times – but it’s the first time they are hearing it.

So in summary, it’s not rocket science. But expecting people to do it well with little or no training is like expecting a top ten hit from a local busker. Invest in your people – their increased motivation and improved skills will reap rewards for all.

Ali Chadwick is director of The Vital Consultancy

www.thevitalconsultancy.co.uk

01733 243595 / 07764 683454