How to Lose a Sale: 10 Ways

What do you think of when you think of a salesman? Do you imagine someone tall, dark and handsome, with a smooth way of talking you into buying anything? I think not. I'm sure when most of us think of a "salesman" we think of an exasperating person constantly calling our desk phone and NOT leaving messages. So, sales guys and gals, this blog is for you. In one of my recent blog reads I came across an article Top 10 Sales Mistakes which I found quite interesting and shockingly true.  How many mistakes do salespeople make a day? Remember when it comes to leads (especially in this economy) there's no room for excuses or mistakes. So, let's take it back to the basics, here are some common and avoidable mistakes I came across in the article...with my own spin on it of course.

1. Not listening: Okay sales guys, for those of you who are married this should come easily to you... I hope. Don't just listen to what the customer wants, dig a little deeper and research what they NEED. They won't necessarily care about what you have to offer at first... people are much more concerned with their own problems, so listen to them! Listen to what they want but also give them a solution to help them make their company better. Take your time, it shows you care... even if you don't care ACT like you do; they'll appreciate it later.

2. Overselling: Come on guys, keep it short and sweet. Say just enough to get them to take the bait but don't say too much. Your potential client won't want to even consider what you're offering if you become pushy or obnoxious. Learn when to stop selling.

3. Being unprepared: This mistake can be made in many areas of our lives, not just sales. Being unprepared will make you seem flaky and unorganized. Know all the details of what you are trying to sell and be ready for a game of "21 questions". Study the ins and outs of your product... Knowledge is power. You can never know too much.

4. Jumping straight to the sale: A wise man (thanks, Jim) once told me "if you see a cute boy at the bar, you don't just walk up to him and say ‘Hi my name is ____ and I would be perfect for you'. You engage in conversation and get to know him first... then start telling him about yourself and what you do". The same goes for sales. Build that relationship with your new or potential clients. Don't rush into it. If you work to create a strong relationship with your clients, you will get referred to their clients and the leads will start rolling in.

5. Not closing the sale: Well first of all, not closing a deal when promised will definitely NOT make your boss happy. After you have provided your customer with the information they need, ask them if they are ready to buy. This is where the mistake of "overselling" usually comes in. When someone is hesitant to sign a contract, we tend to panic and start overselling. Just relax... ask them if they're ready. Sometimes asking for a sale without being pushy can be just what your customer needs to make their decision.

6. Going off topic: Alright people, when I say "build relationships" I don't mean walking into your customers office and telling them a fifteen minute story about how your child just lost his or her first baby tooth. Make your customer feel comfortable. Remember, they're busy too and they aren't paying you to be there best friend. Be friendly with your customers but keep the off-topic chatter to a minimum, at least during the work day.

7. Not researching your customer: Before trying to sell a CEO something, break the ice with "I saw in your bio that you enjoy golf... I just got back from Hawaii... Played on some beautiful courses out there." Find some common interest without sounding like a stalker; keep it short and sweet. Make your potential client relate to you. The more chances they get to see that you're just like them and not just someone trying to sell them something, the better off you'll be.

8. Judging books by their covers: Never let prejudice over on race, creed, gender, ethnicity or appearance influence you.  

9. Not following up on leads: If someone doesn't immediately buy from you, don't be completely discouraged. They may need your product sometime in the near future, especially if they requested information. Don't call your old leads four times a day without leaving messages. Just occasionally follow up with them to see if you can help.

10. Failing to prospect for new customers: Just because you sold that million dollar deal a few months back, doesn't mean you're done selling for the year. A sale like that should make you hungry for more. Always devote time to looking for more customers, even when sales are at their peak. No company can survive without that constant flow of reoccurring revenue and new customers. No business can afford NOT to be prospecting new clients; it just doesn't work that way.

What do you want people to think of when they think of salespeople? We don't have to perpetuate the stereotype. See where you can improve and take advice from those around you. The sale can be made! You just have to find the right way to go about it.

Felicia Cienfuegos, Marketing Coordinator
Unified360