Three Surprising Reasons You Keep Losing Sales

Sometimes, it’s easy to see why a sales rep didn’t close a sale. Maybe they didn’t properly qualify the prospect. Perhaps they didn’t act with a sense of urgency. Or maybe they were just flat-out dishonest and ended up turning off the prospect. But sometimes, the reason for a lost sale isn’t so obvious.

Brian Tracy, chairman and CEO of Brian Tracy International, notes that even experienced sales professionals can lose a sale when they make some common mistakes. In this issue of Promotional Consultant Today, we highlight Tracy’s three surprising reasons you keep losing sales.

Reason No. 1: Your customers view you as just another salesperson. In today’s digital age, your prospects have everything they need at their fingertips. They can easily research other companies and other sales professionals. They know they have many choices when it comes to the products and services you provide. Because of this, Tracy says that prospects are no longer pressured or manipulated by sales professionals. If you rely on the same traditional selling techniques and if you assume the sale, most of your prospects will view you as just another salesperson trying to sell them something.

The solution: Tracy recommends asking thoughtful questions to have more meaningful conversations with your potential customers. Listen to their responses. When you learn to do this effectively, many prospects will want to stay engaged with you and communicate with you. They will begin to view you as an authority in your field instead of just another salesperson.

Reason No. 2: You focus on selling instead of finding and solving problems. Tracy says most salespeople have been trained to ask a few questions to learn the prospect’s needs and then immediately launch their sales pitch. They focus entirely too much on the product instead of learning more about the problem the prospect is facing.

The solution: You should remember that you are a problem finder and a problem solver. Tracy notes that it’s no longer enough to be good at simply solving problems—you also have to help prospects uncover problems they may not know about.

Reason No. 3: Your enthusiasm is pushing prospects away. You might think that if you come across as enthusiastic and excited about your offering, your prospect will feel excited, too. However, the opposite is often true. When you are outwardly enthusiastic, Tracy says prospects will do one of two things: They will withdraw because you have overwhelmed them or they will get defensive, present objections or reject you altogether.

The solution: Be friendly but keep your enthusiasm to yourself. It’s better to be calm and relaxed when communicating with your potential clients, says Tracy. Approach the conversation as though you were talking to a family member or friend. You will likely see the prospect open up to you.

If you find yourself stuck in a cycle of losing sales you felt confident about, reflect on how you might be unknowingly sabotaging yourself. Are you using the same sales tactics you’ve always used? Are you quick to jump into a sales pitch? Or maybe you’re just naturally enthusiastic and you end up driving prospects away. When you take time to adjust some potentially harmful behaviors and strategies, you can correct course and prevent sales from slipping away.

Compiled by Audrey Sellers

Source: Brian Tracy is chairman and CEO of Brian Tracy International, a company specializing in the training and development of individuals and organizations. He has written and produced more than 300 audio and video learning programs, including the worldwide, best-selling Psychology of Achievement.

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