You work hard to build your contact list and secure initial consultations. You have been told you should be having more selling conversations and you are now talking with more prospects. But much to your anguish, you are not converting a significant number to clients! So, just where are you going wrong?
How could you improve your conversion rate and get more people saying Yes?
Following are 10 “deadly selling sins” that could be sabotaging your efforts and robbing you of clients. The wages of these sins is most certainly the death of the sale! Read on to learn how to overcome them.
1. Not targeting your prospects. Do not talk to just anyone. Pre-qualify the people you spend your precious time with. Make sure they are a good match for you and that what you have to offer is a good match for them. You can pre-qualify your prospects by measuring them against your ideal client profile. The closer they fit, the more likely they are to buy.
2. Attempting to sell at first sight or in one step. You need to build trust in order to gain a client or customer. The higher the price, the more trust-building you need. There are many others doing what you do. The difference is in the relationship you have with the prospect. Make it part of your marketing strategy to gain trust before attempting a sale. This can greatly increase your sales. It may take more than one exposure to your product or service before the prospect becomes a client. Most of us do not buy the first time. Therefore, you must have a follow-up plan to make sure you are there when your prospects are ready to buy.
3. Trying to sell things your audience does not want. You may correctly identify your target market’s problems but the next step is to offer solutions they are happy to buy. To avoid being stuck with products and services that no one wants, find out how your ideal clients want their solution. Then let them know you have it.
4. Not following a process – Find out what works in selling to your clients and create a repeatable process out of it. Such a process can put you in control of the situation and lead to predictable outcomes – the sale!
5. Being desperate to make the sale – Get used to the fact that some people will buy from you and others will not. It is not your job to force a sale. Desperation shows and it can frighten your customers away. Your job is to present all the support and information your qualified prospects need to make an informed buying decision, whether this is a Yes, a No or a May Be. Stay unattached to the outcome but committed to the process. Do not try to convince people to buy what they do not want to. Rather, you will make more sales when you help more people see that what you offer is the best solution to their problems i.e. your benefits match their needs.
6. Failure to carry out background research on your prospect – Rather than using your meeting to gather information about your prospect, do your homework before the meeting. Attend armed with background information about who they are, their situation and their needs; come along with insights to share and possible solutions you could offer. Always
request preliminary information. It will help to filter out those less likely to buy and prepare you to address the needs of more likely buyers.
7. Focusing on yourself rather than the client – Do not spend the time rattling off your qualifications, your company history, your products and services. There is a time for this, but that is not here! Focus on the prospect. Let them do most of the talking. Ask clarifying questions. Repeat important points they raise to confirm your understanding. Listen in order to understand. Steven Covey, Author of Seven Habits of Highly Successful People, said, “Seek first to understand and then to be understood.” Reciting a sales script is focusing on your own agenda. Asking clarifying questions puts the focus on supporting the prospect. People are more likely to buy when they feel supported rather than exploited.
8. Not being ready. Preparation breeds success! Have all the relevant information to hand during your selling conversations. These could be the relevant forms, URLs, payment plans, FAQs, product descriptions, currency converters, time converters, phone numbers, email addresses etc. Whenever possible, complete the sign up right there. And if the prospect requires decision time, stay in control by scheduling a follow-up call and informing them what to do should they decide before then. Your process and preparation can help to close the deal much faster!
9. Failing to ask for the sale! Perhaps you feel that good girls do not ask for the money. Or perhaps you prefer to let the prospect do the asking. Well, most people need to be helped through to a buying decision. Leaving things to the prospect could result in phone tag, a lengthy sales cycle and your smarter competitors reaping the fruits of your labour! Once you have presented your information and handled the prospect’s objections, it is time to ask if they would like to invest in the solution. If you have done a good job of qualifying your leads, presenting the necessary information and handling objections, you are more likely to get a Yes.
Now that you know these 9 deadly selling sins, be sure to avoid them in your marketing activities. Keep a record of what works for you and do more of it.
Write in to share your experiences!
Author: Oma Edoja
Summary: 10 “deadly selling sins” that could be sabotaging your efforts and robbing you of clients! Read on to avoid them.