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Three Mistakes That May Cost You Sales

Oct 28, 2007
As you read every word of this article you will discover three common mistakes that may be costing you sales. However, I don't want you to feel like you are alone, or thats it's totally your fault. These are common mistakes made by many sales people due to the lack of proper sales training.

Sales is a process, and having said that, there are certain steps that must be followed in order for the process to end with the ultimate outcome, a sale. If any of these steps are skipped or not done properly, you may very well waste your time and in the process, damage your confidence and self esteem.

Many sales people skip or hurry through certain steps, and then search for techniques to help them close the sale and make up for them taking short cuts in the sales process.

There are no short cuts to success in sales. If you follow the sales process and thoroughly cover all the steps, you will be amazed at the success you will have.

Failure to build rapport with the prospect is the first mistake most sales people make.

I'm sure you will agree, when it comes to the most important steps in the sales process, establishing a deep level of trust and rapport is one of the most important. Would you agree with that? Great!

As a matter of fact, I believe that connecting with your prospects is the most important step of all, because until they like you and trust you, they're not going to buy anything from you.

Think back on your own experiences when you have purchased something. Have you ever purchased anything from someone you didn't like or trust? I would bet the answer is NO!

You have probably gone out of your way to not buy something from someone you didn't like or trust. Isn't that true?

Can you remember a time when you actually walked out of a store and said to yourself, "I'll never buy anything from him, I don't like him", or "I don't trust her". Does that sound at all familiar? I bet it does.

An important thing to remember when building rapport with your prospect is to make a good first impression.

The old cliche, "you never get a second chance to make a good first impression" is very true, because a first impression can be nearly impossible to reverse or undo. A first impression is extremely important, because it sets the tone for your entire relationship with your prospect.

Here are some key points to remember to help you make a good first impression:

Be on time
Present yourself appropriately
Be positive
Be courteous and attentive

Then, once you've made a good first impression, the fastest way to establish a deep level of trust and rapport is by showing a genuine interest in the prospect and mirroring and matching your prospects words, voice and physiology.

The second common mistake many sales people make that costs them sales, is not qualifying a prospect properly to find the emotional reasons why they need your product or service.

When it comes to qualifying a prospect it's important to understand the reasons why people do things, and ultimately, why they will or will not buy your product or service. You see, people will buy your product or service to satisfy one of two main needs. Some times they will even buy to satisfy both needs.

These two needs are:

1.The need to avoid pain, or a loss

2.The need to gain pleasure.

These are the two motivating factors in a person for doing anything in their life; to gain pleasure, or to avoid pain. You may have heard it stated this way, "The carrot or the stick". The carrot represents the edible reward, while the stick refers to a punishing switch.

Your goal in finding the answer to the prospects' problems is to find the pleasure they wish to gain or the pain they wish to avoid, and then show them how your product or service will help them avoid that pain, or gain the pleasure they seek.

Does that make sense?

Great! Let's move on.

People buy products or services based on emotional needs or wants, and then justify their purchase logically.

So, in the qualifying phase of the sales process you need to find what the desired results are your prospect is seeking. Then you must dig deep to find their internal emotional reasons for wanting what they are telling you they want.

When you connect with people and their emotional reasons for wanting what they desire, you have tremendous power to give them what they want, and have them feel great about buying your product or service.

The third mistake many sales people make that costs them sales is to present their product or service without building a deep level of trust and rapport and qualifying the prospect properly.

We have already determined a prospect will not buy from you unless they like you or trust you. So, why would any sales person present their product or service to someone who they haven't built a deep level of rapport with?

It's a waste of the prospects' and the sales persons time. The chances of the prospect buying from someone they don't like or trust are slim to none.

And how can you present your product or service as a solution to a prospects' problem if you haven't determined what their problem is; whether they have one at all, or whether your product or service is a solution to their problem?

Many sales people even skip the qualifying step all together, thinking they all ready know what their prospect wants and needs.

The steps of the sales process are there for a reason. They're a road map for the successful sales person to follow, to lead them to their destination. A win for themselves, and a win for their prospect.
About the Author
Jim Klein helps salespeople fine tune the sales process so they can confidently close more sales and create long term relationships. Get free sales training by subscribing to our free newsletter "The Sales Advisor".
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