Selling in today’s highly competitive business world requires more effort and energy than ever. However, certain things can work against you, especially when you sell in a B2B environment. Salespeople can do various things that annoy decision-makers and prospects to the point they actually keep the sales process from moving forward.
Salespeople who can’t articulate their value proposition. Far too few salespeople can adequately and clearly state the value that their product(s) or service offers. Forget what your marketing department tells you to say. Instead, speak in terms that matter to your prospect and help them see—within 15-30 seconds—how your product, service, or solution will benefit them.
Salespeople who call to “touch base” or “check-in.” Decision-makers are far too busy to talk to people who don’t have a genuine or valuable offer to consider. “Checking in” is no longer a viable sales strategy. You need to ensure that you provide some value in EVERY interaction you have with a prospect or existing customer.
Salespeople that go overtime during sales calls and presentations. Most decision-makers spend the bulk of their day in meetings and have little tolerance for sales calls that go into overtime. Respect your prospect’s time and strive to finish every meeting early or ahead of schedule.
Also Popular: How to Become a Successful Negotiator in 10 StepsSalespeople who misrepresent themselves to executive assistants to get connected with the decision-maker. It boggles my mind that people actually believe this strategy will help them close a deal! Yet, it happens every day. A better approach is to befriend the EA and enlist her help.
Salespeople who ask basic questions that could be answered by a subordinate or a quick browse through the prospect’s website. I made this mistake for several years when talking to the President of a mid-sized business. Instead of asking high-value questions that were strategic in nature, I focused on details that a regional manager could easily have answered—which, not surprisingly, is where I ended up getting shunted to.
Salespeople that deliver a canned pitch, presentation, or proposal. I still can’t believe how many reps launch into a canned pitch instead of adapting and tailoring their presentation to each prospect’s situation. Of course, this is usually a result of doing little or no research before the meeting.
Salespeople who leave a long and rambling voice mail message with little or no value. “Hi Mr. Prospect, it’s Derek with No Claim Insurance. We specialize in helping businesses like yours reduce their insurance premiums. We have been doing this since 1978, and our client list includes companies like…” You get the idea. A VM with little or no value will be deleted within seconds.
Salespeople who claim their solution is “easy” to implement. Nothing in business is easy anymore, and pretending otherwise reduces your credibility. It is far more effective to tell people upfront what will be required and follow that up with exactly how you will help them integrate your solution into their business.
Salespeople that use outdated closing tactics. “Would you prefer red or black?” “If I could show you how my product will save you time, will you buy it?” I shudder every time I hear someone use a tactic that was developed in the mid-late 1990s. Times have changed. Prospects and decision-makers are smarter, wiser, and using tired; manipulative closing tactics only alienates them.
Salespeople that waste time trying to “build rapport.” “Hey, I see you fish; I fish too. Where do you like to fish?” Gaaaaag! Do you REALLY think a busy decision-maker wants to talk about his fishing excursions? Although it’s possible, it’s more likely he (or she) wants you to get to the point of the meeting and the reason for your call. True rapport happens when you demonstrate that you respect their time, understand their business issues, and offer a solution to those problems.
