Marks
of Failure
Just as there
are all certain characteristics that typify a high-performing sales
professional, there are also characteristics that are tell-tale
traits of underperforming sales reps. Some creep into our lives
slowly. Others are habits learned from others. No matter how one
gets “infected”, knowing how to spot
these traits is a way to keep from “getting sick”. Listed below
is a list of five character traits that one should avoid in order
to improve one’s chances of sales excellence. What is written below
is not intended to serve as “the be all and end all” of traits to
avoid. These are the top problems sales reps face. Avoiding these
Five Marks of Failure will enable you to stay on the
right road:
·
Don’t Think, Just Go Go Go!
– Some sales professionals are bundles of untapped energy. They
are constantly on the road, pounding the pavement for the next sale,
cranking away on the phone or doing anything and everything to keep
business moving. There are advantages to this as a position in
sales definitely requires energy and determination. However, those
who focus on the “go go go” can overlook a lot of important information
and often pass up great opportunities in their quest for “more more
more!” Every salesperson
should cultivate a habit of stopping and thinking before making
decisions or acting on a situation. Planning and introspection
are important.
·
Just Ask the Basics
– Some care about just the
basics – “uh, how much do you want? When do you want it? Anything
else…?” They gather basic information but fail to dig deep into
why their customers or prospects are seeking to make a purchase.
They stay on top of the surface and avoid
diving down into deeper waters. When questioning a client, find
out about the business issues that are driving the need for a purchase.
Ask about the implications of action or inaction. Determine what
requirements are most important. Find out what criteria will be
used to make a decision. Gather pertinent
information to truly get to the heart of why your customer is
buying and how you can help.
·
Sell Now, Learn Later –
Good sales reps know all there is to know about sales, right? Why
should they spend time in training
classes? They know what they’re doing… “I’ve been selling for
years. I don’t need to waste my time learning anything new.” Well,
even an old dog needs new
tricks. One of the biggest mistakes sales
professionals make is to not invest in their skills and knowledge.
Just as one invests in maintaining a house, so must a sales
professional invest in maintaining knowledge
and skills. Failing to invest in one’s skills will eventually
manifest itself in lower sales numbers.
·
Go For the Sale and Move
On – “I don’t need to know who this person is. I just
want to know if they’re going to buy from me or not.” Some sales
professionals are anything but professional. In fact, they can
be quite unprofessional. All they care about is the commission
check. They overlook the people they deal with and focus on a slash
and burn mentality that allows them to make a quick sale then move
on. The reality is that the most successful sales professionals
foster relationships
with their customers. They get to know them and understand their
interests, desires and motivation. They realize that through strong
relationships they increase their chances of building a long-term
client.
·
Analysis Paralysis –
We’ve all seen sales professionals
who get bogged down in trying to figure out their way out of a problem
that they overlook the basics of what they do. Just as a basketball
team who can’t execute fundamental basketball will lose more games
than they should, sales professionals who don’t stick to fundamental
sales skills will lose out on sales. Too many missed free throws
can blow a game. Take the time to practice and execute your “free
throws”, “passes” and other fundamentals
to increase your odds of success.
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