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Business tips///////// A learnable skill
THE FIVE BIG SALES MISTAKES
In this issue, Mike Yates takes a look at the
most common mistakes made when trying to
make a sale. Dispensers need to remember to
listen to the customer, ask the right questions
and offer value, not a cheaper price.
You may have heard of the expression ‘Sales
is a con tact s p o rt-n o contact, no s p o rt’.
But what happens when people are making
contact and having meetings with prospective
clients and it just isn’t coming together i.e. the prospect
walks out of the door w ithout buying o r-w orse s till-
neverto be seen again.
Sales is a learnable sk ill—it’s just know ing what we
should be doing and, more importantly, being acutely
aware of what we shouldn’t be doing.
Many people can unwittingly dig a big hole forthemselves
that can kill off any chance of a sale being made.
Here are five of the most common mistakes to avoid
to increase your sales success and sell more of your
products and services:
1 ) Are you thinking about the sale too much?
When you are in the selling process (sitting with a client
or on the phone in a meeting), although it’s good to have
the end in mind, it doesn’t mean we continuously think
about the sale. The whole focus needs to be on the
customer and what they want. I call this the ‘cat looking
into the goldfish bowl effect’ (the client will pick it up). If
you focus on the customer and help them see you can
solve their problems then the sale will take care of itself.
2) Asking great questions
It’s the classic scenario-you go and see your GP and
they write you out a prescription w ithout asking you
anything. You’d be shocked wouldn’t you? Needless
to say it doesn’t happen as your first reaction would
AUDIO INFOS I N°88 I JUNE - JULY - AUGUST 2014
be “but I haven’t told you what’s wrong with me yet.” If
you really want to help your prospect ail the questions
you ask will give you the answers you need. Failing to
ask enough of the right questions will resuit in failing
to clarify a prospects needs. If we’ve mismatched the
needs of a prospect then this will massively reduce your
chances of success.
3) Offering solutions before asking great questions
Selling can be described as convincing a prospect to
buy your product or service. Asking great questions
is understand ing the term s the purchase w ill take
place. If you start offering solutions before you have
asked the necessary questions then it’s likely you are
selling yourself short. If the prospect doesn’t clearly
understand how you are going to help them then they
are unlikely to be prepared to pay what you ask. They
simply won’t see the value.
JPC
-PR
OD
-
Fo
toli
a.c
om
BUSINESS TIPS
i i Always make sure
you do whaî you promised
you'd do-when you
promised to do it! ^
4) Reducing the price ??
One of the most common reasons prospects will give
for not going ahead immediately will be that the price
is “too expensive” . Many poor salespeople immediately
eut the price (almost as a panic reaction) in an attempt
to close the sale. Howeverthis is a very poor strategy as
once the prospect has seen you do it once they’ll either
ask you again on the same sa le-or they’ll expect this as
the ‘norm ’ for any future purchases they make from you.
A strategy around this is to either offer them a cheaper
option (where you take something out)-to which they
are likely to ask you to put it back in. Or take a back step
and re-build the value in line with the price.
5) Are you following up?
This is probably the single biggest reason that people
don’t get a sale. They simply don’t follow it up. You may
have heard the statistic that “most people will buy after
the 5th to 7th contact-m ost poor salespeople give up
after the 2nd contact !”
A sale isn’t a sale until the order is signed and agreed.
This one thing alone will cost more in lost sales than
anything else. Always make sure you do what you
promised you’d do-w hen you promised to do it!
Mike Ÿates
S U B S C R I P T I O N F O R M
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