Effective selling in most markets requires that a salesperson avoid the temptation to impose a one-size-fits-all mentality, and tailor the best fit by taking the time up front to really understand their prospects. Below are some common mistakes made in selling, and some suggestions on how to understand and better serve prospects.

Sin 1: Not bonding and building rapport
At the first contact with a prospect most salespeople underestimate the value of establishing some degree of intimacy and trust. Probably due to self-consciousness and a concern that the prospect will get impatient with them if they don’t immediately “wow” them with their product, they “cut to the chase” and begin spew their product’s features and benefits without ever establishing credibility and a safe context. If “showing up and throwing up” was all there is to making a sale, then a salesperson could just sit down and play a recorded message about their offering and take orders.

Sin 2: Not setting ground rules
Most salespeople are intent on accomplishing a single outcome, closing a sale. A key to successful selling is maintaining control of the process. Sales people who develop the courage and diligence to assert ground rules before every interaction; defining purpose, respective agenda and the possible outcomes (including “no sale”), tend to gain more in every interaction.

Sin 3: Not finding compelling reasons for the 'prospect'
Prospects buy for their reasons, not the salesperson’s reasons. People tend to drone on and on about what they like about their own product or service, or about the reasons they would want to buy it themselves, even though the only thing that matters is if the prospect has a compelling reason to buy it. Pros learn how to uncover a prospect’s need, why they think they need it, and how bad they believe it will be if they don’t get it.

Sin 4: Not determining the prospect’s resources
If a prospect can’t or won’t make the necessary investment in time, effort and money to buy a product or service, it’s better to find out early. Even old pros must learn how to overcome the discomfort they have talking money with prospects. Some have so much discomfort that they never talk about money and so rarely uncover the prospect’s investment expectations. Budget issues are not discussed until the proposal is made, ultimately leading to sticker-shock and/or awkward closings.

Sin 5: Not dealing with the decision maker

If a salesperson doesn’t know upfront exactly who the decision makers are and what they’ll need to know to make a buying decision after a presentation, it’s unlikely that the presenter will leave with an order. It’s also important to know why the deliberation process works the way it does, who else might have some influence and when must the decision be made. If the salesperson isn’t thorough here, the “prospect” is likely to use the one factor that wasn’t discussed as a reason to postpone the decision, and respond with “I want to think about it.”

Sin 6: Presenting before qualifying
Many sales are lost because the salesperson doesn’t know when to stop talking, and doesn’t take time to find out first what they should be talking about. Pre-qualifying prospects increase closing rates by presenting a product or service to match the prospect’s priorities, resources and selection criteria.

Sin 7: Not following through

Some deals come undone after they’ve been sealed because the salesperson doesn’t establish a clear track moving forward after the closing. Because the closing is often the beginning of a relationship, it is crucial to define, assign and follow through on the steps required to get off to a good start.

Wise businesses should not impose a one-size-fits-all mentality, but rather should ask lots of questions first to get a deep understanding of prospects. Stephen Covey said the single most important strategy for making good business happen is “to seek first to understand, and then to be understood.” Applying this concept in your business will help you avoid the sins above and bring more sales.

©2008 Marr Professional Development Corp.

Joe Marr is a public speaker, sales and management consultant and trainer, and runs Sandler Training - Ann Arbor at 501 Avis Drive, Ann Arbor, MI. To reach him call 734-821-4830 or visit his website at www.sandlerannarbor.com