Everyone in the selling profession misses sales for a variety of reasons. Not being aware of why, and failing to fix those reasons causes an unnecessary loss, resulting in sales slumps, anemic paychecks, and low morale. Evaluate the following ten causes of lost sales and make immediate corrections where necessary.
1. You miss sales because you don’t engage the customer.
Properly engaging customers sets the tone for the entire sales process. It includes the following:
A. A warm greeting, complete with eye contact.
B. Greeting everyone in the buying party.
C. Looking and behaving professionally.
2. You miss sales because you don’t connect with the customer.
You connect with customers by building rapport, finding common ground and not “going right for the throat”. The fact that buying processes move faster today is not a permission slip to treat your customers like a number.
3. You miss sales because don’t you diagnose the customer’s unique wants and needs.
Imagine your reaction if a doctor or lawyer didn’t ask you questions, didn’t try to understand your situation, and instead offered one-size-fits-all advice when trying to sell you on their service. The sales adage is true: Customers don’t buy when they understand, they buy when they feel understood.
4. You miss sales because you don’t speak the customer’s language.
Speaking a customer’s language means that you find out their buying motives and interests and then focus your presentation on those things; not on the things you like or are impressed with. When you present features and benefits a customer is interested in you raise the value of your product; when you discuss issues they’re indifferent about you raise the price.
5. You miss sales because you don’t get the customer involved enough in the process.
It’s easy for customers to remain indifferent when they’re not emotionally or mentally involved in the process. Asking the right questions helps accomplish this key sales step. You’ll sell far more with questions than you will with speeches.
6. You miss sales because you don’t ask for the sale.
If you’re in sales, you’re not just in the business of giving presentations and passing out business cards, you’ve got to ask properly for the sale. Sales not asked for are sales not closed.
7. You miss sales because you don’t overcome objections.
For as long as you are in sales you’ll hear objections; and 80% of the time, they’re the same six or seven things. Knowing this in advance, practice one per week for as long as you’re in sales.
8. You miss sales because you don’t ask for referrals.
Referrals are exponentially easier to close than a fresh customer, yet most salespeople don’t ask for them. Never consider that you’ve maximized an opportunity until you’re tried to turn one sale into two.
9. You miss sales because you don’t follow-up.
Consistent, systematic sold and unsold follow-up separates sales amateurs from the pros. Purposeful same-day follow up with working prospects is essential to maintaining sales momentum. Purposeful, long-term follow up with existing customers is the bridge that connects an initial sale to a profit pipeline of future income.
10. You miss sales because you don’t think these points apply to you.
Living in denial is dangerous; especially in sales. It causes you to repeat the same mistakes. By the way, repeated mistakes are no longer mistakes, they’re bad decisions.