Avoiding sales 'sins' will close more deals

Not identifying prospects from suspects

There are many people who will listen to a sales presentation. It may make them feel important or help them fill their time. Whatever the reason, it doesn't help the salesperson get any nearer to the sale. In fact, it takes the salesperson further away from the sale because time has been wasted and the point-of-entry into a company has been mismanaged.

Presenting to people who are not qualified is just that -- presenting. It is not selling. And a company or a salesperson can't make a profit by just presenting.

Probably the greatest misuse of a salesperson's time is presenting to someone who doesn't have the need, the authority or the money.

Professional salespeople know the frustration of trying to sell where there is not a buyer. The salesperson must know how to properly qualify a prospect and determine if there is adequate reason to proceed with the sales presentation.

Even if the initial contact is not with the decision-maker, the salesperson needs to take advantage of the opportunity to move up the decision-making ladder.

Making a sale, not a customer

For many salespeople, just getting a signature on the bottom line is the only objective. To accomplish this end, they use whatever means are available -- assumptive closes, promises of extra incentives, threats of price increases or whatever other tricks are in the bag.

Salespeople like this sometimes walk out with signed purchase orders, but they don't sign on customers. In fact, the customers may be so resentful of the pressure and tricks, they may rethink their commitments.

Even if the order isn't canceled, these purchasers will have no particular loyalty to your company, and likely will buy from your competitor the next chance they get.

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Avoiding sales 'sins' will close more deals

Never asking for the order

As a prominent study proved, more often than not, customers don't have to worry about a pressured close, because in 62 percent of the cases, the salesperson never asks for a sale.

For most salespeople, selling is an uncomfortable experience because they don't know where to go in the presentations. They're afraid -- and rightfully so -- that with each sentence or gesture, they will destroy their chances of closing. So, like a voice-activated tape recorder, they just go on and on, recharging their batteries until the tape runs out. If the customer doesn't volunteer to "buy," then they just don't "sell."

Should the prospect hesitate when asked for the order, alternate ways to bring the sale to a successful close are made available. In this situation, the salesperson must elicit additional information, respond to objections and look for openings to successfully close the prospect.

When prospects say "No," what they're really saying is, "You haven't convinced me to buy."

Pushing for the close

Too often, the salesperson tries to "sell" rather than help the customer "buy." When the salesperson is ready to close, the order is asked for. When the first close is resisted, the trick closes begin.

The customer has fears, uncertainties and doubts about the decision to spend company or personal money, and when closed too soon, reacts negatively to being forced to make a decision. Pushing too hard means the salesperson is forcing the prospect to build a defensive wall that won't come down easily.

Following the sequence of a well-given presentation means asking for the order will come at the right time. After the needs are understood, the benefits described and the fees discussed, it is appropriate to ask for the order.

Wasting selling time

Selling is a problem for many salespeople because they don't know how to spend their time profitably. Selling is prospecting, cold calling and obtaining leads. It is traveling to meet strange people, having to write letters, make phone calls and hand out brochures. It is writing out the order form and servicing the client.

Many salespeople look busy, but they're not closing sales. They suffer from lack of organization, and instead of using their time to be in front of qualified potential customers, they're spinning their wheels in unproductive work.

There is only one way to insure you get all the way to the close, and that's by staying on an orderly, logical path.

When salespeople know what has to be accomplished next in the sales process, they waste less time and energy and close more sales. When they don't know what information or reassurances the customer is really looking for, they tend to go off in all directions and have little success.

During every sale, there is a defined, yet hidden agenda. If this is not adhered to closely, there usually will be no sale. This is why a salesperson should learn the process of selling.

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Avoiding sales 'sins' will close more deals

Increasing sales is not just a matter of raising quotas, adding new products, changing commissions or redefining territories. Your staff needs to know how to close more of your prospects and how to penetrate your current accounts.

Easier said than done? Not really.

With effective sales training, selling becomes a procedure and closing ceases to be a problem. By learning how to stay on a sequenced, logical path -- even through a long sales cycle -- the salesperson can take the presentation from initial contact to final closing in a manner that is comfortable and natural for the seller and the buyer.

All customers, regardless of what they're buying or the industry they're in, have similar reasons for selecting one product/service over another. Understanding how to treat the motives for buying, and to control the decision-making process, is the core of every presentation.

It's so easy to lose a sale. The salesperson can ramble on aimlessly, the presentation is to the wrong person or the buyer doesn't have the need. There are dozens of mistakes, or "sins," salespeople commit every day that cost you sales. These can be avoided and closing increased.

Here are some of the most-typical sins:

• Talking too much, listening too little

A typical salesperson walks into an office, gives the official two minute warm-up -- asking about the fish on the wall or the family photo on the desk -- then, like a high diver, leaps into a hot presentation about this feature and that feature, the options available, the price and the savings. For the close, most do a belly-flop and end up with nothing but a big splash.

Afterward, it's always the ex-prospects who are at fault for not understanding why they need the product or service.

Knowing what questions to ask and how to ask them is the only way to find out if you're making a presentation to the person with the real need, the authority and the money. If you're not presenting to the right person you're wasting your time.

A salesperson needs to find out the facts and the feelings of the prospect before an effective presentation can be made.

Selling the product, not the benefits

When someone buys a drill bit, it's not the drill bit the customer wants, it's the hole. People buy to satisfy a need. No one is willing to pay for a product or service that just sits and does not perform.

Yet salespeople sell as if they will. Presentations continually focus on the width, height, weight, power, speed, buttons, bulbs or whatever of the product/service. It's just like selling cars with no gas, pens with no ink or computers with no software. The value just isn't there.

A customer buys a computer for efficiency and profit, not for its whistles and bells. Be they individuals or committees, they buy benefits, not features.

Prospects have hidden buying motives. There are reasons why they select one brand over another, why one product/service seems to fill the need better.

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8 Magical Motivational Triggers and Their Use in Sales Letters

So what exactly are motivational triggers? Wikipedia describes the word 'motivation' as follows: "Motivation is the set of reasons that determines one to engage in a particular behaviour. This term is generally used for human motivation...".

Motivational Triggers are therefore particular words or phrases that activate the brain in a positive manner. I am certain we can all remember many occasions when something has triggered us to react in a certain (sometimes irrational) way. Maybe we have bought something on the spur of the moment whilst on a particular website. We responded that way because of motivational triggers.

When it comes to writing a sales letter, for instance, there are definite motivational triggers that can be used to encourage the reader to buy whatever it is you are selling. Here are some for you to consider:

1. Admiration
Everyone wants to be popular, or even famous. There's no single person on Earth who can honestly say they don't want to be popular. If they say they don't, then I would suggest they are not being entirely truthful! Everyone likes to feel needed and valued, and everyone likes to be admired.

2. Wealth and Prosperity
We would all like to have more money. Everyone would like to be more successful in the future than they have been in the past. Some people may wish to invest in the Stock Market to become wealthy. Or perhaps they would like to start their own business. Many hundreds of thousands of people are doing this on the Internet.

3. Security
People like to spend money of course, but everyone would like to have more money saved - stashed away 'for a rainy day' or whatever. Some people want to have safe investments; others want to simply save for a future purchase. This gives an immense sense of security and satisfaction. Everyone wants and needs some sort of secure safety net.

4. Appearance
Everyone (with very few exceptions) wants to look better. This desire may manifest itself in many different ways. They may need to lose or gain weight, improve their appearance in some way, become more fit and healthy. So the motivational trigger in this case may be to make available help to achieve this.

5. Knowledge
People like to learn new skills. Learning a new skill will make them feel a great deal better about themselves, more intellectual perhaps, or more creative and useful, for instance learning to fit a new kitchen when they couldn't even hammer a nail in straight in the past. There are many different training courses to be offered to these people.

6. Time-saving
Everyone is interested in learning how to save time. We all wish there were more than twenty-four hours in the day, so learning how to make the most of those hours becomes especially significant. Most people would like to spend less time working and more time enjoying life. A tutorial on Time Management might be appropriate here.

7. Longevity
We would all like to have a long, happy and comfortable life. It's human nature to want to feel well and comfortable, and to be a part of this world for a long time. It's also human nature to want to look forward to the future. So people may need to relieve aches and pains, or perhaps need a more comfortable bed to sleep in.

8. Love and Affection
Everyone needs love and affection; it's part of the basic human need for a fulfilling and complete life. This particular subject is virtually perpetual as there is no soul living that doesn't want to be loved.

So as you can see it's extremely straightforward to write your letter incorporating a few motivational triggers to get the attention and curiosity of your readers. However, the important thing to understand is that when writing such a letter, you are selling the benefits to your reader, rather than simply the 'new bed' or 'latest course' or whatever it is you have chosen to promote.

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Effective Tips for Self-Promotion

The idea of “selling yourself” essentially means “to convince others of your value”. It’s usually a concept referred to when trying to get something – like a new job or a promotion. A lot people have a hard time selling themselves because they feel like it’s arrogant. People are often taught that self-promotion is vain or bigheaded. Truth be told, it’s a necessary part of business. It’s your responsibility to make others sit up and notice your work. You are your own biggest supporter. There is nothing wrong with acknowledging your talents. In fact, it’s a very wise and necessary career move.
So, how do you do it? How do you sell yourself effectively?

Believe in Yourself
You can’t effectively sell yourself if you don’t value who you are. You must have confidence in your abilities. Maintaining a high level of integrity and a high quality of work will help keep you self-assured. You need to feel proud of your actions so don’t do things that will undermine your efforts. Focus on building your confidence and being the person you want to be.

Share Your Knowledge
Knowledge is a valuable resource and it can make anyone look more attractive. Sell your skills by sharing your knowledge. Be willing to teach others what you know. This will not only help them, it will demonstrate your abilities at the same time. A win/win!

Share Your Experiences
Tell your story. People are drawn to those who are willing to open up and share their experiences. It will help you build strong connections with others. Remember that you are unique and there is value to be shared.

Be Authentic
Trust is a critical part of selling yourself. No one values dishonesty. Be genuine in your interactions with others and work to develop honest communication. The truth will earn respect and trust.

Present Yourself Professionally
Everything you do and say creates an image. You always want to present yourself with professionalism. This includes everything from your appearance to how you speak and how you shake hands. It’s always best to play it safe and follow formal business etiquette. Though things have relaxed quite a bit in most professional environments, formality is never viewed as unprofessional. When attempting to sell yourself, it can be a big added bonus.

Be Positive
Show positivity in your interactions with others. Smile, show interest and be enthusiastic. Don’t complain, engage in gossip or negative conversation. Keeping yourself upbeat will draw people to you.Selling yourself is all about showing others who you are. The trick is to present yourself in the best possible light.

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HOW TO SHOW YOU'RE NUMBER ONE

I wear a gold lapel pin that says No. 1. I'm never without it. I used to wear it because I'm the Number-One Salesman. Even though I've stopped selling cars and lead a whirlwind life of lecturing before business and industry groups and on college campuses, and writing what I've learned so that others may benefit from it, I still wear that pin because it reaffirms my belief in myself. I'm sold on myself, and that pin says so out loud.

You wouldn't believe the number of people who ask me, "What does your lapel pin mean?" Strangers on planes, people with whom I share a lecture platform or a television camera, even men and women in elevators who usually stare straight ahead and say nothing-they all ask me that question or a variation of it.

I tell them, "It means I'm the number one person in my life." Sound selfish? Egotistical? Not at all. Looking Out for Number One is a book that enjoyed a status for some time as a runaway best-seller. Some readers regarded it as putting forth an extremely self-centered viewpoint. Others, more charitable, saw it as a handbook on enlightened self-interest. I believe that each of those reactions missed the point. The message I came away with was this: If you don't believe you're number one, no one else will. What you must look out for is that belief.

Now, you do this: Go to your nearest good-sized jewelry store or the jewelry department of any large retail establishment. There you will find that you can buy yourself a similar Number-One symbol. Most jewelers have it. I've even seen it in mail-order catalogs. The symbol might be a pin like mine, or it might be a necklace, a bracelet, a charm or a ring. Wherever you wear it and whenever you do, it will flash in the sun or glisten in the light of the room. It will throw a spark back to your eye and remind you constantly that you are number one. It's part of what's called psyching yourself up, selling yourself on you.

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THERE IS ONLY ONE YOU

I remember my mother smiling and holding my hand and saying, "Joey, there is no one else in the world like you." Thank God, most of us have mothers who think about us that way. Mine was something special, and because I had so much love for her, I believed what she told me. And besides, I didn't have a twin brother, so who could be like me?

However, I did grow up with twin brothers in my neighborhood, Eugene and John LoVasco, and I remember them well.

They were absolute look-alikes. I can still hear their mother telling mine that she couldn't tell the boys apart. It was true. Everyone knew that Eugene and John were twins, and identical twins to boot. But were they? Years later, when I had moved away, I happened to mention them to an FBI friend, and he told me that there is no such thing as identical twins.

Consider this: The FBI has files of fingerprints numbering in the millions, maybe even billions. And we've all been told that no two of those sets of fingerprints on file are alike. No two people since the beginning of time have had identical fingerprints. No two people yet to be born will have fingertips or even palms that will coincide.

But that's not all. My FBI friend also told me that voiceprints can be made of words whispered, spoken, sung or shouted, and that these are often used in positive identification. As with fingerprints, no two people ever had or will have exactly the same voice. The human ear might not be able to detect a difference, but a voiceprint can.

It's an indisputable fact. No two people have identical personalities. On the surface, so-called identical twins may look alike, so much so that their own parents might have difficulty in telling them apart, but if you were to try to match the right half of one's face to the left half of the other's, they simply wouldn't go together.

There is only one you. There is no one in the entire world to equal you, to match your fingerprints, to match your voice, to match your features or to match your personality. You are an original in the fullest sense of the word. You are number one. And now that you know it, your job is to reinforce that fact in your conscious and subconscious mind every day.

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