The Five Most Common Mistakes Salespeople Make
Over the decades that I’ve been involved in sales, I’ve worked with tens of thousands of salespeople. Certain negative tendencies — mistakes that salespeople make — keep surfacing. Here are my top five. See to what degree you (or your sales force) may be guilty of them.
Mistake Number One: Over concern with strategy instead of tactics
Gather Прочая аудиотехника цены a group of salespeople together around a coffee maker and listen to the conversation. After the obligatory complaints about all types of things, the conversation inevitably drifts to questions of strategy. How do I accomplish this in that account? How do I get this account to this?
In my seminars, I often hold a “clinic” where salespeople write down any sales-related question and submit it to the group for discussion. These questions are almost always related to strategic issues. In one form or another, they ask the same question: How do I achieve this effect in this account?
While this thoughtfulness is encouraging, it reveals an erroneous mindset. The belief behind these questions is this: “If I can only determine the right sequence of actions of my part, I’ll be able to sell this account, or achieve this goal.”
This, unfortunately, is rarely the case. These sales people, based on this erroneous belief, are looking for a solution in the wrong place. Almost always, the answer to the question is not a more clever strategy, but better execution of the basic tactics.
It is like the foot ball team whose players don’t tackle well, miss their blocks, throw erratic passes, and fumble frequently. The solution is not a more clever game plan. The solution is better execution of the basic tactics. Learn to do the basics effectively, and the strategy will generally take care of itself.
The real problem with this over concern for strategy is that it seduces the salesperson’s energy, substituting the pursuit of a better strategy for the real solution - better execution of the basics.
When I’m asked these “strategy” questions, I find myself asking the salesperson to verify the fundamentals. Have you identified the key decision makers and influencers in the account? Have you created trusting personal relationships with each of them? Have you understood the customer’s situation at a deep level? Have your presented your solution in a way that gives them reason to do business with you? Have you effectively matched your proposal to the intricacies of the customer’s needs?
This line of inquiry almost always reveals a flaw in tactical execution. It’s not the strategy that the problem, it’s the tactics. Focus on doing the basics first, and the need for a clever strategy diminishes.
Mistake Number Two: Lack of thoughtfulness
The typical field salesperson has, as a necessary and integral part of his/her personality, an inclination toward action. We like to be busy: driving here and there, talking on our cell phones, putting deals together, solving customer’s problems — all
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