If you have been reading my column for the last three weeks you are now familiar with the fifteen marketing mistakes lurking around every corner.
It is now time to introduce you to the ten Sales Mistakes I want you to avoid making at all costs.
Mistake #1 often resembles the old “bait and switch” sales tactic. The outdated sales reputation of having gift of gab no longer has a place in business today. There’s no need for memorizing and rehearsing come backs and proactive sales pitches. After taking the time to understand one’s particular buying motives, your one and only recourse is to simply recommend what you feel is best for the buyer.
All the sales books I have ever read include a lengthy chapter telling how it is in the interest of seller if they initially gain approval before up-selling the customer to a higher price point product.
Up-selling is not a good thing; unless, of course, it is in your client’s best interest for you to do so. The truth be told: Don’t up-sell. Sell what is right for the buyer.
You are supposedly the specialist. You’re the person who knows about the product. Tell me what I need to know. Tell me what I need to hear. If I don’t ask the right questions, tell me what I should be asking. If need be, put the right words in my mouth. If it costs more, so be it. If it cost less, I can learn to live with that as well.
On occasion you’ll feel that the right thing to do is to down-sell, or recommend a less costly item. Sometimes it will be correct to make no recommendation at all. At times, you may find yourself pointing your “would-be” clients toward your competition. If you need a slogan to live by, here’s one you can take to the bank: Do what’s right!
Sales for a sale’s sake is yesterday’s news. Your primary objective should be to establish relationships with your steadily growing customer base based on trust. This calls for honesty and straightforwardness and will take time.
There remains in our profession a plethora of clowns (educated and uneducated) who still demand buying their expensive gold-plated watches with the money they fleeced from customers who have a difficult time saying “no.”
Your job is to look out for your customer’s best interest, and to recommend a workable and acceptable solution. Again, at times this may indeed result in a higher commission. Other times, you may forfeit your commission altogether.
What turns many people away from a career in sales is the misguided mindset that they must learn how to present ideas and solutions that benefit the seller no matter what. Nothing is further from the truth. To become successful in sales, you must speak the truth in a clear, slow, and orderly fashion while encouraging the customer to candidly voice their concerns in like.
Mike Marchev is recognized for his down-to-earth, street-savvy and honest delivery of useful sales and marketing advice, suggestions, tactics and strategies. For a complimentary copy of his Special Report titled: 11 Sales Mistakes You Must Avoid send Mike an email with the word TRO-11 in the Subject Box. firstname.lastname@example.org