During my career as a sales trainer and keynote speaker, I have been able to interact with thousands of salespeople and I have discovered that many of them still believe some myths about sales and selling
Here are seven of the most common myths.
1. Price is the primary reason people make a buying decision
I will never argue the fact that price is a factor in every buying decision. However, it is seldom the primary reason people make a buying decision. It is important to note though, that people will default to price if you fail to demonstrate the value of your product or differentiate yourself from your competitors.
2. Do whatever you need to do in order to get the sale
Manipulative, aggressive, high-pressure sales tactics work. But, they do not create loyal customers and clients. You may win the sale, but in the long run, you will lose the customer.
I once had a participant in a workshop proudly claim, “I don’t care what my customers want, I’ll sell them what I need to hit my quota.” {{{shudder}}} I don’t know about you but I take serious offense to this mentality and type of behaviour because it casts all salespeople in a negative light.
3. Buyers are liars
I’m still shocked by how many salespeople use this expression.
Do people mislead salespeople?
Of course. But it’s usually because the salesperson has failed to earn that person’s trust.
Gaining someone’s trust means focusing your attention on THEIR situation rather than trying to close the sale. Earning trust means treating people with respect and dignity even if they are not prepared to make a buying decision right now.
4. Anyone can be persuaded to buy
This may be true for small purchases but in today’s business world, buyers are more savvy than ever before. I once heard someone say, “If you have a strong case you will clarify it. If you have a weak case, you will try and persuade the other person.”
The real key is to determine whether or not the person or company you are speaking to has a genuine need for your product or service. If they do not, then your best strategy is to move on to someone who does need AND want your particular solution. Even if a company could benefit from your product but they are reluctant to give you the opportunity to discuss, your time is better spent looking for other prospects.
5. What works well for one person will work for everyone
Countless books have been written about one sales strategy or another and I have read dozens of them. In this search, I have discovered that we each have our unique personality and what works well for someone else may not work as effectively for us. However, instead of discarding that particular idea you should look for a way to integrate it into your natural style and approach.
6. Close the sale as quickly as possible
This is one of the craziest beliefs.
Yes, it’s important to move people towards a buying decision. Yes, it is important to gain commitments along the way. Yes, it is important to include a call to action in your proposals and conversations. But it is also important to recognize that not every sales decision will be made quickly. Decisions can be delayed for a number of reasons, and in certain situations, trying to rush the other person to a commitment will actually cost you the sale.
7. Close the deal at any price
Too many people feel they have to close every deal, even if it does not make good business sense to do so. I have spoken to countless salespeople who will accept a deal that has virtually no margin just so they can get the sale.
I recall talking to a store owner who quickly matched the prices of her competitor in order to prevent people from going to her competition. However, this seldom creates loyalty and actually conditions customers to continue asking for a better price.
Decisions like this cost you or your company money.
If you are not making your desired gross profit on a particular sale, then you need to consider whether it makes good business to accept it. I know small business owners who will offer substantial discounts to a large company in the hopes of generating additional business from that client in the future. Unfortunately, they end up giving away their services and expertise because they don’t get any more business from that company. They neglected to negotiate an upfront agreement.
Selling is an honourable career and sales professionals need to avoid falling prey to these myths.