The only thing that separates lay people from sales professionals is that sales professionals receive incentives to be good at sales. Some people conclude that sales people are born with the gift of gab and scary, manipulative skills. But know this: all sales skills can be learned and all sales people are better at some skills than others. Even talented, well-motivated sales people have blind spots that allow some opportunities to go by the wayside. Some sales people are stronger at counseling and reassuring; while others have the talent to simplify complex concepts and help apply technology. Here are four examples of how good sales people can lose sales:
- Lack of focus and articulation on the value of their solutions. It is common for technology and commodity sales reps to develop a belief that simply describing the product is sufficient for a prospect’s buying decision. In an age where people can get all the data they need on the Internet, what prospects really want to know is how representatives’ products and services can improve their business and make their lives better.
- Lack of appreciation for how people want to make their decisions and be communicated with. Some people just want to understand how a purchase will effect their bottom line, while others are more concerned about how their company will perceive them if they make the purchase. A sales rep’s ability to perceive a prospect’s style and motivations will impact their success.
- Misreading who will really make the purchase decision and the timing and resources available for a project. When the person across the table is really excited about a solution, it’s easy for a sales rep to lose focus on key logistical questions that will impact a sale. When prospects are confronted with the capital and manpower needed to implement a solution, they will sometimes opt for an approach better suited to their constraints. It is also important that the sales rep identify when a prospect is stalling and holding up objections without basis. Correctly handling a stall can get a sale back on track.
- Not being able to position a solution benefit against a real want. Sometimes a sales rep will make a solid presentation to a prospect and learn that there is no interest in going further. This happens when the sales rep is unable to discover the issue that the prospect really cares about. When that pleasure or pain point has not been identified, prospects will dismiss solutions arbitrarily for one of many possible reasons. In this situation there often is no opportunity and the real loss is the time invested by the sales rep.
While these problems may seem obvious, missing an important cue can leave the sales rep bewildered when the opportunity fades. By learning to focus attention and ask questions that will lead to a thorough discovery, sales performance can improve. For readers in the Branford, CT vicinity, I will be leading a ten-session class beginning September 20th that develops key sales skills. For more information, click here.