3 Mistakes That Kill Sales Opportunities
Technology today gives sellers an unprecedented ability to measure and track prospect engagement, get connected with buyers, and sell smarter and more effectively.
Yet far too often, sales opportunities are lost because the fundamentals get overlooked amid the glitter. As you embrace new forms of selling in our hyper-connected era, don’t forget the basics.
Keep your sales opportunities alive by avoiding these three pitfalls.
- False sense of preparedness: Being underprepared for a meeting with a prospect is one of the biggest mistakes a seller can make. Having reams of sales material, polished PowerPoint presentations and other attractive assets to present to a prospective customer may, at a glance, equate to preparation. Don’t fall into this trap!
Your sales materials could be unparalleled, but if your buyers don’t want to see any of them, they’re useless.
Sales opportunities are created by fostering strong, personal connections. A seller who comes to a meeting and just throws everything they’ve got at the buyer (hoping something catches their attention) is not prepared for that meeting. Sellers must know specifics about the individual prospect, their role in the industry, what they’re interested in and more.
- Inadequate prospect knowledge: Building off the previous point: Do your homework. Learn as much about your prospects as possible before you make contact.
When you do reach out, make sure that your research efforts are noticed. In introductory emails, make it clear that you’ve invested a lot of time trying to understand the prospect and their industry. Following your prospects on LinkedIn and Twitter is a great way to learn about them and better understand their pains.
- Lack of authority: Build rapport with buyers by establishing yourself as an authority. From the first interaction with a buyer to the sale, consistency is important. Make sure the prospect sees that you’re sincerely trying to help them solve a pain or problem (independent of the product or service you’re trying to bring to the table). Do this by sending them quick notes with relevant insights or other valuable information.
While such interactions don’t necessarily need to promote your product or service, they should continue to establish you as a trusted source of information. Every interaction with a prospect must provide meaningful value, but not everything has to be a sales pitch. Use social media platforms, specifically LinkedIn, to establish authority. When your prospects see that you’re connected to industry leaders and frequently post relevant content, it further solidifies that you’re credible.
Finally, be aware of the delicate balance between staying front-of-mind with prospects and coming across as overbearing. Every buyer has their own tolerance threshold, so you have to be mindful of each individual’s preferences.
The Tellwise Nutshell (TTN): While the platforms available for sellers to engage with their prospects continue to grow, the art of the sale remains difficult to master. As you embrace new and innovative ways to sell, don’t forget the human element. Remember that you’re a person selling to another human being. Capitalize on that human connection by delivering authoritative content that appeals to individual buyers.
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