4 Big Mistakes Salesmen Make In Sales Leads (And How to Fix Them)
Selling is about harnessing the power of interactions between you and your customers. It sounds obvious, but many sellers have overlooked this fundamental aspect of the business process. Therefore, it was easy to find professionals focusing only on sales scripts that are as technical and surgical as they are cold and empty.
This problem is even more serious in sales leads. The customer can say goodbye and hang up at any time. Therefore, the interaction needs to be effective and well used. Which doesn’t mean it should be sped up.
In this article, we will present the main mistakes made by salespeople in calls, what they usually originate from and how they can be easily circumvented. Check it out below!
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Top 4 Mistakes Being Made by Sellers
More and more efficient prospecting techniques and technologies that allow salespeople to optimize the management of their time and their customer base started to demand more assertiveness and objectivity from these professionals. After all, there are more active businesses at the same time.
As a result, it’s common to find novice salespeople out there trying to engage their customers quickly, or more experienced professionals looking to manage more and more opportunities at once. This in itself is not bad. The problem is how this logic has affected the quality of interactions between salespeople and customers, especially in calls.
It is useless to increase the volume of contacts made if their quality is low and they are ineffective when converting a prospect into a customer. In this scenario, four very common mistakes tend to stand out in salespeople’s calls:
- The seller tries to get away from the small talk.
- The seller doesn’t let the prospect talk.
- The seller goes to great lengths to communicate the value of their product.
- The seller forces an intimacy that doesn’t exist.
Let’s get to know each one better!
The seller tries to get away from the small talk
When creating a connection with your customers, every interaction counts. However, the first contact should receive special attention. Many experienced sellers believe that the start of trade can drastically influence its entire course. And that’s exactly where the small talk comes in!
The problem is that, when we talk about small talk, a lot of people look at it in a pejorative way. Especially in this fast-paced world we live in, it can sound like a waste of time. After all, why am I going to use up precious phone time asking my client about something as banal as the weather if I can get to the point?
Skipping this type of interaction is going to be as beneficial to me as it is to my client, right? Not so much!
First, if the term “small talk” sounds so bad, then let’s use the technical term proposed by linguists: phatic function. The purpose of this type of linguistic function is to maintain contact between the sender of the message and its receiver. In these conversations, what is important is not what is said, but the contact established.
In addition, this function also has the purpose of checking the communication operation, checking if the receiver is willing to prolong the conversation or if it is necessary to change the tone used initially. Did you see? It is not a matter of making small talk, but rather of setting the course of the conversation and creating a more solidary relationship between the parties.
It’s also important to make it clear that the phasing function isn’t just useful at the beginning of a contact. It can also be applied throughout a conversation with expressions such as “understand?”, “don’t you?”, “without a doubt!”, “certainly” and the like. In this way, the progress of the conversation is continuously validated.
The seller does not let the prospect speak
Have you ever wished that someone would call you in the middle of the day to talk continuously about something without giving you much leeway for you to even respond? I bet not! And yet, I’ve gotten calls from some sellers doing just that.
The logic here is very simple: if you want to make yourself interesting for someone, you first need to show interest in the person. And the best way to do this is to listen and encourage the person to share their challenges. That simple!
In other words: don’t try to be interesting, just be interested.
I know you may want to make the conversation more productive and get to the point soon. But your speech will become empty if you are not able to capture your customer’s interest. And, for that, it is essential that you be able to relate his speech to what you are trying to sell.
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The seller tries too hard to communicate the value of his product
You probably believe that your product is amazing and that it is capable of solving all of your customer’s problems. The problem is that the customer doesn’t know this yet, and spending the conversation reminding them of the perks your company can offer them is probably not going to do much good.
Many sellers do this because they believe they need to share very clearly the value they are able to deliver. And that’s not wrong at all. The point is that this value needs to be communicated in context. After all, what’s the point of saying that your product solves 1001 problems if the customer you’re talking to has only one of them?
Think of it this way: If you’re continually talking about the wonders of your product without knowing your customer’s perspective, you’re not communicating value, you’re just bragging.
The seller forces an intimacy that doesn’t exist
Have you ever been talking to someone you’ve just met and that person suddenly starts talking about very intimate details of their own life? What was your feeling? Chances are, you felt uncomfortable at this point. Maybe I didn’t even know how to respond.
It’s important to try to create some kind of bond with your customer. Intimacy means that there is a trusting relationship. The problem is that we are talking about a professional context. You don’t need to walk on eggshells. Always maintain a friendly demeanor and show interest, but be careful not to push the envelope.