If your sales success isn’t where it ought to be, you may be operating under the weight of one or more persistent (and pernicious) myths about selling. Here they are:
- Myth #1. All qualified prospect are potential customers. Truth: Only certain prospects should and will buy. Some of them aren’t going to have a budget or can’t really use your product. If so, it’s time to move on.
- Myth #2. You should never take “no” for an answer. Truth: If a prospect is being difficult, and you’re doing everything right, you’re better off moving to the next prospect. Frankly, if your offering has value, it’s their loss, not yours.
- Myth #3. Persistence always pays off. Truth: Persistence in pursuit of an unlikely or unwanted customer wastes valuable resources. There’s a point where it’s time to bail, even if you’ve already spent time and effort.
- Myth #4. A good sales rep can sell anything to anybody. Truth: A good sales reps weeds out poor prospects and focuses on high-gain opportunities. Trying to work every opportunity smacks of desperation.
- Myth #5. Customers know exactly what they need. Truth: Customers can be unclear and even wrong about their needs; it’s the job of the sales rep to figure out what’s needed.
- Myth #6. You should never walk away from money on the table. Truth: If you sell prospects offering they don’t need in order to increase the booking, you’re running a con, not acting like a sales professional.
- Myth #7: If at first you don’t succeed, try, try again. Truth: If you don’t succeed in finding a way to help one customer, try again… but with a different customer. There’s no point in flogging a dead horse.
The above is adapted from a conversation I had last year with Jeff Thull, author of Mastering the Complex Sale, The Prime Solution, and Exceptional Selling. Smart guy.
