- Insulting their intelligence: Let’s assume that if a customer is in a position of authority in their company (meaning they are trusted to make significant buying decisions) they must be somewhat streetwise and smart. That means that any kind of pushy, manipulative sales approach is going to backfire. You need to enter a buying conversation presupposing that this customer is an intelligent, well-intentioned grown-up. Your comments should include a healthy dose of, “You probably already know...”, “At your level, you’ve likely experienced...”, “For you this is obvious; the challenge is your staff may not be aware...”
- Not listening: Contrary to popular opinion, the most important part of a sales pitch is not your value proposition. The most important part of a pitch is demonstrating your understanding of that specific customer’s unique circumstances. That requires asking pointed questions that help customers see for themselves where there are opportunities for improvement. Then verify your understanding with statements like, “Sounds like you...(summarizing their situation).”
- Insulting the competition: If your potential customer is currently doing business with your competitor, it’s fine to compare your offerings, but be careful not to criticize the competition. After all, the customer decided to do business with them. So slamming the competition is tantamount to telling the customer that he or she made a bad choice. (See point #1 – insulting the customer).
- Ignoring objections: If you propose a solution that ignores a customer’s objection or concern, you are essentially saying that you weren’t listening. That requires being transparent in how your proposal either addresses their concerns, or it provides extra value that could outweigh their concerns. The key is we shouldn’t pretend we didn’t hear or value their initial objections.
- Being a know-it-all: It takes time and effort to gain trust. Yet it’s so easy to lose. It happens when we stray out of our own area of expertise and claim to be an expert in politics, sports, raising kids, the weather … you name it. Ironically, one of the easiest ways to gain trust is to quickly admit ignorance about anything the customer seems to know a lot about. Showing respect by deferring to your customers’ knowledge and expertise helps them become more receptive to yours.
- Ignoring the influencers: It’s easy to focus on the key decision maker – presumably the economic buyer. After all, they are the people who will approve the payment. And yet by focusing on only them we are inadvertently insulting the people who may have more say in the matter than anyone. No one should feel like they’re being ignored.
This article is based on the bestselling book, “Influence with Ease,” by Hall of Fame motivational speaker Jeff Mowatt. To obtain your own copy of his book or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com.