MYTHBUSTERS!
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The Five Top Myths of Selling
To understand what makes for successful sales, you must first understand what successful sales are not.
Time and time again, we’ve heard comments like, “I failed on that proposal. Why try again?” or “I already see a decent amount of sales; why would I need to improve?” What they are reallysaying is that they don’t know how to sell and already have the excuses ready or reasons why a plan wouldn’t work.
And the following myths define the problem.
Myth #1. Sales and Marketing are Interchangeable Terms
Marketing is about being found, not chosen. Being found happens through publicity, media outreach, networking, collateral materials, and conducting and attending workshops. These all target the eyes, ears and interests of your potential clients and customers. However, first, you have to locate the target. That is what we call business development—the step between marketing and sales. Even more specific is business development, which requires—dare I say it—sales training and closing skills. It is crucial to spend time learning about the prospect, their industry, their competition, and the laws and policies that impact their business.
Myth #2. One Size Fits All
A common misconception in the industry is that when it comes to sales, one size fits all. News flash: one size never fits all. Sales tactics should be tailored according to the unique personality and needs of the individual. A method that works for one won’t necessarily work for another. Customized business development research, sales training and closing skills will land the new business. Practice, practice, practice!
Myth #3. Since When Do You Wait for a Sales Opportunity?
Since when do you wait for a sales opportunity? If you have been challenged to land new business, why do you need to wait for the marketing department? They typically have little or no sales training. Don’t look for an excuse or place blame on a colleague or department; go out and make that opportunity a reality. You can get yourself going with the targeting we discussed in Myth #1 above. Remember, it’s about being found.
Myth #4. Clients Want Sellers to Do Most of the Talking
Keep your resume to yourself and let the potential client do the talking. After all, they are the ones who know what they want. It is helpful to adopt the IBM 60/40 sales training rule: keep them talking 60% of the time and spend the remaining 40% asking good questions based on your research. Pay attention to the prospect’s verbal clues and refine your pitch accordingly.
According to Dr. Mark Goulsten, “Don’t listen “to”; listen “for.” In other words, listen “for” what the prospect is listening for!
Myth #5. Once You Have Been Retained, Sales Cease
There’s a common lie floating around that once you have been retained, sales cease. Nothing could be further from the truth. When I survey a business’s clients, two of the top complaints I receive are a lack of communication and feeling “out of the loop” on important decisions. When was the last time you asked an important client about his or her present needs? Chances are, they’ve probably changed since your last conversation.
Client/customer needs are a moving target. The time you spend listening to those needs—and attending to complaints—could be the difference between keeping a client or losing them to another, more attentive company.
Get Back on Track
So, what are you going to do with this newfound knowledge? It’s time to scrap these myths once and for all and time to get back on track! Purge them from your mind and take some time to critically think about how these myths have manifested in your sales process. Then, take this information to your team. When you are all aware of these potential pitfalls, you’ll see your sales skyrocket.