Selling today is the science of winning buyers over …. Not convincing them.
Not asking client focused questions.
Sellers must ask questions first and these questions must be centered around the buyer – not you or your product. e.g. “What are your challenges as it relates to such and such?” Notice, there are no I’s, we’s, me’s or first persons in this question.
This takes a bit of confidence. When a CEO or high Government official says, “Tell me what you have for me.” It takes courage to say (in so many words), “Now hold on. First I need to ask you some questions.”
Why do you want to ask these questions? So that you can learn or confirm what this individual wants solved or delivered. More importantly, this individual needs to know that you know what s/he wants. And the only way to accomplish this is to have him or her tell you.
High level people are intimidating and when they say “Speak” people speak. Unfortunately, this prevents the sales person from learning what’s really important to this exec and what it will take to win him over. Consequently the buyer wins control. S/he gets all the info and the sales person learns little.
Not focusing on the benefits of their products
One has to know what his product does and then promote that. What problems does it solve? What desires does it deliver? I call this your “Solution Portfolio”. Don’t tell someone what you have. Tell what it will do for him or her.
Then, if you can’t muster up a client focused question, you can at least lead with a solution. And when the prospect says, “Does it have xyz feature?” or “Tell me about this or that,” instead of saying yes or no and then elaborating, your response should be, “What are you hoping that will do for you?” or “How come you are interested in the xyz feature?”
Lack of sales training creates lack of motivation
One of the biggest motivation factors is expertise, especially for millennials. Professionals want to be proficient and knowledgeable about what they offer customers. They want to be seen as experts and consultants. If they are just hyped by the marketing department about the features of the product and why it’s better than competitors’, they become an annoying walking commercial. This is the biggest reason sales people fail and become demotivated.
Sales people have to learn how to sell, otherwise they become marketers. An individual might have spent a lot of years in the field, but selling is very different than years ago. Besides, experience is not the same as expertise.
Expertise can be gained by first learning the strategies, tactics and techniques of today. Then learning how to customizing it to one’s style and then implementing it. Sales Mastery Institute conducts seminars where sales people and managers learn what to do and how to become proficient and successful. SMI seminars are held in Chicago related to C-level selling, territory management, account management, and effective sales calls.