Articles
Eighteen ways to make sure you lose the sale
by John GrahamIt happens so frequently, it almost seems as if someone is out there training
salespeople to fail. For example, the woman calling launches into her sales
spiel. “Our station is a perfect fit for your client. When can we set
up a time to get together so I can show you what we can do…?”
It’s the perfect pitch for failure, setting off bells and red lights in
the head. There’s no need to do anything but to end the call as quickly
as possible. You want to say to her, “Don’t you get it?”
If more salespeople were as good at making sales as they are in losing them,
they could write their own ticket just about anywhere. Unfortunately, just the
opposite is true. They’re so blinded by their own goals, they’re
literally unable to see the prospect.
Here’s a checklist of eighteen behaviors that contribute to losing sales
instead of closing them:
1. Don’t bother qualifying prospects. This only
takes valuable time away from trying to find someone to talk to. Doing
research only holds you back. By not qualifying prospects, you can be sure
your closing rate will be very low.
2. When making an appointment by phone, start by talking about
what you’re selling. It doesn’t make any difference
that the person you’re calling doesn’t have any idea who you
are or the company you represent or why you’re making the call, but
don’t let that stop you. Just charge ahead. This will be almost 100%
successful in getting the prospect to hang up.
3. Don’t waste time and money finding ways to cultivate prospects. If
prospects aren’t smart enough to figure out the value your solutions
can bring them or how your knowledge and experience can benefit them after
talking to you for a few minutes or getting a letter in the mail, don’t
bother trying to share your ideas and expertise with them.
4. Never take time to ask questions. When you’re
in front of a customer, use every minute to do as much talking as you can.
Asking questions or trying to get the prospect involved in the conversation
is counterproductive. There’s one question you should ask, however.
Put prospects on the spot and make them feel uncomfortable by asking, “What
do you think?” after giving them your presentation.
5. Be sure to drop the names of other clients. Let them
know you’re a real operator. Making them feel like they’re
small potatoes is a great way to impress customers.
6. Never listen to what the prospect is saying. Remember,
you’re there to make a sale, so don’t be distracted when the
customer starts talking about their issues or problems. Even though it
can be difficult, stay on track and be prepared to bring the conversation
back to getting the order.
7. Always assume that the customer is looking for the lowest price. Have
at least a three-tiered pricing schedule in your briefcase. This way you’ll
be ready to lower the price when you call back and the customers tell you
they’re not interested or your price is too high. A few days later
call back with a new, lower, “manager approved”
price. This pricing system is certain to create customer confidence.
8. Don’t bother trying to figure out a prospect’s
problems. You don’t want to get bogged down in the prospect’s
issues. They will only deflect attention from your presentation. You’re
there on a mission so don’t let anything distract you.
9. Forget about small accounts. You’re only interested
in getting the big fish in your boat. Put all your time and effort in going
after the big ones. Small ones are too much bother and it’s not a
good use of your time servicing them.
10. Always push for a meeting. Of course the prospect
doesn’t know you or what you do or why you want to meet. Just push
for a meeting. With face time, you’re confident you’ll get
the order. Never ask prospects how they like to work with a salesperson
or what they would like from you.
11. Throw in the right words. Pepper your presentation
with terms such as value, 24/7, transparent, ROI, benchmark, throw a curve,
strategize, robust, seamless, drill down, core values, partnering and corporate
culture. That’s all it takes. Don’t worry about explaining
what the terms mean. Using the jargon will send the message that you’re
a “cool” salesperson.
12. Focus on the low hanging fruit. Even though you know
you’re a great salesperson, it’s only smart to look for the
easy sales by pushing price to get the order. Sure, the customer will probably
leave when a pushy competitor comes along but that’s just the way
it goes.
13. Don’t bother keeping good records. Always make
it known that you’re a salesperson and that good salespeople aren’t
good at details. Anyway, you’re not a clerk or an administrative
assistant. You’re the hunter out in the bush bringing home the orders
that feed the business. You can’t be bothered with paperwork or updating
the sales reporting system.
14. Don’t waste valuable selling time following up after making the sale.
Follow-up is for customer service. Keep going forward; don’t let yourself
look back. How can you be expected to meet your quota if you’re servicing
accounts? Anyway, once you have the commission, what do you care? If the customers
need something, they’ll call the office.
15. Never bother to find out about a prospect’s business. That’s
nothing more than window dressing. It doesn’t meaning anything more
than making the prospect feel good. You can keep the patter going. That’s
what makes you a great salesperson.
16. If prospects don’t buy, don’t bother with them. Make
it a rule never to go back to prospects if they don’t buy after you’ve “given
the right amount of attention.” Move on to the next one.
17. Stay focused on making the sale and ignore the prospect’s
buying process. Getting on the customer’s “wavelength”
is for inexperienced salespeople, not pros. Present yourself as a “consultative
salesperson,” someone who wants to understand how the customer thinks.
Talk a lot about problem solving, even though your real objective is to
get the order.
18. Never prepare or rehearse a presentation. You’ve
been selling for years so you know how to handle every situation. Just
get the appointment and play it by ear. Preparation and rehearsing are
for amateurs, the new people in sales. Who needs to practice? You’re
out there doing it day-in-and-day out. Don’t give a thought to the
fact that Tiger Woods never stops practicing. You’re a pro.
There are many other ways to lose a sale, but these 18 are a reminder that it’s
so easy for us to con ourselves into believing that selling is different from
every other job in business. Once you “have it down,”
there’s no need to perfect your skills, gain new insights or expand
your knowledge. Whatever else this is, it’s the formula for losing
a sale.
John R. Graham is president of Graham Communications, a marketing services and sales consulting firm. He is the author of The New Magnet Marketing and Break the Rules Selling, writes for a variety of business publications, and speaks on business, marketing and sales issues. Contact him at 40 Oval Road, Quincy, MA 02170; 617-328-0069; jgraham@grahamcomm.com.