Right now, we’re living in what is known as the Information Age and knowledge spreads fast. Anyone is able to give their two cents on any topic, from experts to amateurs, and anyone is able to read what anyone says. Unfortunately, that also includes misinformation and bad advice.
While bad advice isn’t anything new, the age of the internet has made it more commonplace as not everyone has the level of discernment needed to know the good, the bad, and the crazy that the internet displays. It is the reason a lot of misinformation is becoming more widespread and is the reason so many terrible pieces of advice are commonplace, especially in sales. So, if you plan to get into sales, it is important to know what pieces of advice should be avoided. Here are a few of the big ones to steer clear of:
Do as much as possible
One large bad piece of advice that a lot of businesses will fall into is trying to do as much as possible. Trying to advertise as much as possible, trying to create as much content as possible, and trying to sell to as many people as possible. While on a surface level examination there doesn’t seem to be anything wrong with that, but a cursory glance under the water will show an iceberg of issues beneath.
For one, a lot of it can be a waste of resources, including both money and time. Imagine sending thousands of emails to various people, even when you are not sure that they are potential clients. You could have been spending that time searching for and speaking to clients who are actually interested in what you have to offer. You may also create a bunch of content, hoping that it reaches someone that doesn’t appeal to anyone.
The focus should be on finding the most fit customers, not just making a sale and moving on. You want to find long-lasting clients and form a solid relationship with them, built on trust in you and the products and services that you offer. Additionally, you want to create high-quality content that appeals to your target audience, your current and potential clients, who are genuinely interested in what you have to offer.
Trying to do so much is not only taxing, which can eventually lead to burn out, it can also damage your credibility and that of the company, making you both appear desperate with nothing to offer. Instead of trying to do as much as possible, do as few things as possible. Don’t try selling to everyone, sell to those who are interested. Don’t make a dozen mediocre blogs or ads, make a few good ones.
Don’t take “no” for an answer
A common stereotype when it comes to salespeople is that they don’t know when to shut up. That they’ll talk your ear off and not take “no” for an answer. Unfortunately, there is a lot of truth to that, especially for amateur salespeople. It’s a common mistake, especially among young salespeople, to believe the more you talk about the product or service, the better your chances of landing clients.
However, this approach will backfire as nobody likes being told why they should want something. Instead of trying to tell or persuade them into thinking you and your service is great, you have to convince them. How do you do that? Listen to them. Trying to understand where their pain points are and listen to the issues their business is currently facing. Then, provide them with the reasons why your product or service can help them in finding a solution to their issue. This may include doing some research ahead of time, but for the most part, it requires you to listen more than speaking and for you to focus your pitch on them and not yourself.
To be a better rep, close more deals
Another common mistake people will make is only focusing on how many clients they have under their belt, thinking that they’re a better salesperson because of it. Higher numbers are better, at least, that’s what looks better when it comes to measuring a person’s success, and in the short run, the sales rep with more clients may even earn a higher income. But in the long run, unless they have created a tight knit relationship with their clientele, it will all fade into nothing.
Something that is just as important as the number of clients is the depth of your relationship with each individual client. That doesn’t mean you have to be buddy-buddy with them, but it does mean you have developed a relationship with them enough to where they want to do business with you. Those who foster stronger relationships with their clientele will ensure they will hold onto those clients in the long run. Instead of focusing on selling to as many people as possible, instill a few people with a strong sense of trust by providing them with excellent service and making them want to support you.
Lie if you have to
Never do this. Ever. This will only harm you in the long run. If you lie to your client, whether it is by exaggerating the quality of your service, downplaying the flaws of your service, or promising things you cannot deliver, you will lose trust with them, and they won’t want to do business with you. If you are looking for long-term clients, you want to be honest, otherwise, once they find out you lied, they will walk away.
