The first one is blindingly obvious: too much talking, not enough listening.
If you want a buyer to care about what you know, or do, they first need to know that you care about them and their problem.
The second mistake, is selling on features and benefits.
The saying goes: features tell, benefits sell — but that’s only part of the story.
What *really* sells — and amazingly well — is a person’s own desire… meaning, their wish to gain a positive outcome, or alleviate a burden or problem.
And guess what: listening and asking questions that facilitate insight and discovery, helps your buyer discover just how deep the desire goes.
The third mistake is the hardest to get around: being afraid of the no, and therefore not asking for the sale.
It’s hard to hear no, because nobody likes being rejected — and the fact that ‘no’ to your product or service isn’t a personal rejection, makes no difference. It still feels bad to hear no.
But, being open to a no, or welcoming it — or, best: asking for a no — is the best move you could ever make in the process of sales conversations.
“Here’s an idea… I don’t know if this will fit into your world, so tell me if it doesn’t, but: what if I could help you get outcome X? (Or solve problem Z)”.
Say that to a potential buyer, and you’ll be giving them the right to veto, which means you respect and emphasise their autonomy, and that means they won’t feel threatened, rushed, or pushed — which obviously means they’ll be more open to considering what you have to offer.
Obviously, there’s a lot more that can go wrong, when selling — but these three need attention and improvement, before anything else.
And, while I don’t know if my work will fit into your world, I’m happy to schedule a 20-minute sales audit with you, to see if I can help.
After that we can discuss ways to work together, or if you don’t need further help, we simply part as friends.
Let me know, and I’ll send you a schedule link.
Originally published at MartinStellar.com.