There are certain concepts that people generally believe about selling and in some cases these concepts are still being taught by so called sales trainers. In reality they are nothing more than myths and give the name of selling as a career and sales training as a business tool a bad image.
#Myth 1. Sell As Many Products And/Or Services As Possible.
When you’re talking to a prospect and you reel off a list of all the products or services you provide the chances of them remembering anything you told them are remote to say the least. The “if you have more things to sell you’ll sell more things” is a complete fallacy.
The more you specialize in terms of product, service, and industry, the more likely you are to sell successfully. Be a specialist not a generalist, don’t confuse people, focus them.
#Myth 2. The Money’s In The List.
List building is an integral part of building any kind of business. However you can have a list a mile long but if the people on that list don’t engage with you it’s useless. So, the old thinking that “the bigger the list the bigger the profits” is simply not true. The money is not in the list it’s in the connection you have with that list.
Think of it like this if a bricks and mortar high street business decided they needed more foot fall, would it increase business if loads more people came through the doors but wandered around and left without buying? I’m thinking not.
#Myth 3. Just speak to as many people as possible – getting sales is a numbers game
Sales is not a numbers game. You can call, email or talk to as many people as you like however, if they’re not a qualified prospect you’re wasting your (and their) time. Identifying your target market and making 5 calls a day to them (to get meetings not to sell products or services) will pay far bigger dividends than just picking 20 name out of an online directory.
Never, ever, ever contact a prospect before you’ve done some background work. You could research their company and industry or check their person’s LinkedIn profile. You need to find at least one genuine reason why the prospect should to talk with you today.
#Myth 4. There’s Always A Sale To Be Made
No there isn’t! That there’s a sale to be made in the first place is one of the first things you should establish with a prospect. If you spend your day selling to people who don’t want to buy you’re in for a hard time and will make very little money.
You’ll also annoy lots of people very quickly. You may be talking to people who are in your target market but are just not ready to buy at this time. Maybe they have other priorities for their money at the moment? Maybe money is tight, who knows? The phrase “there’s no point flogging a dead horse” comes to mind.
Why spend your time with a prospect that’s not going to buy when you could be talking to one that is. Simply put the non-buyer on your non not now list and be sure to come back to them later.
#Myth 5. Make Sure You’re Doing The Talking And They’re Doing The Listening
One of the dumbest things I’ve ever heard in my life. Maybe the old way of selling was to keep on talking about the features and benefits of a product until the prospect finally said yes. That way of selling is long gone, don’t even think about it.
80% of the talking should be done by the prospect. And their talking should be in response to questions you’ve asked them. Questions that establish if there’s a sale to be made. Questions that establish what problems they have that you could solve.
Questions that tell you what problem they have and uncover if they have the desire to solve that problem or are they happy just managing it. Remember that people with problems are sometimes happy to live with them. You can’t be unearthing this goldmine of information if all you do is talk and pretty quickly they’ll switch off and tune out = no interest = no sale.
Now you know the Five Big Myths, the truth behind them and what you should be doing instead. If you like this post please share with your friends and colleagues.
Catch you next time.