Introduction
As per Vikas, there is a big disconnect between what is being taught in the B schools and what is actually being practiced by companies across industries. When it comes to sales, this gap widens even further.
Table of Contents
Salespeople are often left to bridge this gap themselves, and hence, success relies majorly on how well one navigates his way through challenges. Wrong resources, poor guidance, and absence of mentorship may ruin the most skilled person’s career as a sales professional.
On the contrary, the right resources, ample guidance, and mentorship can turn even the less experienced person into a sales champion. While there are no explicit and universal rules laid down formally for sales professionals to behave in a certain way, I would like to share certain don’ts that you already know and may look very small at a glance. However, they surely have the potential to put you out of a sales career.
This post serves as a reminder to follow the moral path to success. While there is plenty of advice on what sales professionals should do, it is equally important to focus on what they should avoid.
Here are eight critical mistakes every sales professional should steer clear of to build trust, maintain credibility, and achieve long-term success.
8 Critical Mistakes
Making False Promises
Many customers have formed the image of the salesman as a liar who will not hesitate to make wrong promises in order to win a sale; hence, consumers often withdraw themselves when they see a salesperson approaching them. Building trust with customers is paramount, and nothing erodes trust faster than making promises you can’t keep.
Whether it is overpromising on delivery times, product features & benefits, or service levels, setting unrealistic expectations leads to disappointment on the part of the customer. It damages your reputation as a trustworthy resource for his problems, needs, or wants. Always be honest about what you can deliver, and if you are not sure about something that a customer asks, it is better to under-promise and over-deliver.
Avoiding Calls Post-Sale
Salespeople are often so busy in sales activities like leads generation, suspecting, prospecting new customers, and attending internal review meetings, that they dont prioritize attending customer’s calls once the sale is made. They feel it would be a waste of their time to talk to customers whose sales incentives are already credited to their accounts.
Folks, it is extremely important to understand that the sale doesn’t end when the contract is signed. Avoiding calls or neglecting follow-ups with customers after the sale is a sure way to lose their trust and future business.
Post-sale communication is crucial for addressing any issues, ensuring customer satisfaction, and fostering long-term relationships. Make it a priority to check in regularly and be available to answer questions or resolve concerns. This will open your way to upsell, cross-sell, and ask for references,
Delaying Promised Refunds
The most unpleasant part of the sales process is to refund achieved sales under a refund guarantee if the customer is not happy with your product.
In my previous company, where I used to offer stock trading education, our course used to offer 100% money back if the customer was not happy with the course content or delivery. It was hard to assimilate for the sales team to let go of their earned sales because of laxity on the part of the service and delivery teams, and often, the sales team would delay the refund process either by ignoring the customer’s calls or not processing the refund with accounts team if it impacts their incentives. This apathy led to much discontent among customers who sought a refund.
Let us take a minute to understand consumer psychology. The customer is asking for a refund since the product or service has not lived up to his expectations, resulting in frustration and discontent, and he wants his money back badly to soothe his ego. Delaying refunds further adds to his frustration, which may often prompt customers to take steps that may leave uglier scars on the company’s reputation in public.
If a refund is warranted, process it promptly. A smooth and swift refund process shows customers that you value their satisfaction and are committed to upholding your promises, even when things don’t go as planned.
Reluctance to Analyze Competition
The prospect you are meeting may have already been to many other competitors, and they are trying to judge you from that perspective. During sales meetings, many also mention their USPs and may have objections based on a comparison between your and competitors’ products, and unless you know their offerings in detail, you are likely to miss out on the sale; hence, understanding your Competition is vital for staying competitive and being reluctant to analyze what your competitors are doing means missing out on valuable insights that can help you improve your products, services, and sales pitch & strategies.
Regularly study your competitors to learn from their successes and failures, and use this knowledge to enhance your approach.
Giving a Sales Pitch Without Understanding Customer Needs
Almost all sales methodologies start with understanding customers’ needs and wants. You are doomed to fail if you keep reeling it off in the quest to impress people with your gift of gab without understanding customers’ needs.
A generic sales pitch is unlikely to resonate with customers who have specific needs and wants. Taking the time to understand your customer’s pain points, preferences, and objectives allows you to tailor your pitch and present your product or service as the perfect solution. Listening is a key component of selling; ensure you ask the right questions and pay close attention to the answers.
Stopping Prospecting
As per Vikas, a day without Prospecting is like a day without food. You can not survive without prospecting for too many days.
Sales is a continuous process, and stopping Prospecting can lead to a dry pipeline and inconsistent sales. Even when you are busy with existing clients, it is important to allocate time for prospecting new leads. Consistent Prospecting ensures a steady flow of opportunities and keeps your pipeline robust and healthy.
Lying to the Boss
I have worked with several teams over my professional career, and invariably, my first line while addressing the team has been like, “I won’t mind falling short of targets at times, but I will not tolerate a lie.
Honesty with your management is crucial for your growth and the overall success of your team. Whether it is about your sales numbers, challenges you are facing, or feedback on products, transparency helps build trust and allows your leadership to provide the necessary support and resources. Remember, short-term gains from dishonesty can lead to long-term consequences.
Avoiding Review Meetings
Review meetings are essential for assessing performance, setting goals, and identifying areas for improvement. Avoiding these meetings can stall your professional growth and signal a lack of commitment to your development. Embrace review meetings as opportunities to learn, receive constructive feedback, and align your efforts with the broader goals of your team and organization.
Conclusion
In conclusion, avoiding these common mistakes can significantly enhance your effectiveness as a sales professional. By focusing on building trust, maintaining open communication, and continuously seeking improvement, you will not only achieve your sales targets but also build lasting relationships with your customers and colleagues. Remember, success in sales is as much about what you avoid doing as it is about what you do.
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