Sales Myths – Fact and Fiction

by The Big Closer

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Myth #1 – Sales Professionals close the deals

It doesn’t take a genius to recognize that not one sale was closed by a sales representative in the history of the sales relationship. This is an ego statement with a false perception and a misperception of power and authority that does not exist. I can’t remember once making a purchasing decision where I remained powerless over the decision. I will be the first to admit that there have been sales people that I have liked, where I have had the desire to enter into a sales relationship and make a purchase. I have never closed one deal without the consent of a buyer. I have successfully asked the right questions, discovered a problem that I could solve and represent my company and product properly where I have gained the trust from a prospect that believed in their decision to purchase from me.

I know that there is a sense of accomplishment in the transaction of an agreement when a sale is closed but it is important to understand our true role in the sales relationship. This false perception is the reason why too many sales people take it personally when a prospect does not make the decision to buy from them.

Myth #2 – Closing Techniques

Many sales people often mistaken closing techniques as to what is referred to as trial closing. If there were true closing techniques, we would never hear a customer decline on the decision to enter into an agreement. A purchase would always happen after a closing technique. Closing is the act of completing the sale. It is responsible representation of the policies and procedures relating to the agreement. It is the act of influencing a positive relationship and thanking the buyer for the business.

Trial closing is the attempts that are used to secure the purchasing decision. It is trial closing that we may use different techniques to increase our chances of securing the purchase decision. If closing techniques was the correct description, what do you call the failed attempts?

Myth #3 – You have to sell yourself

We talked about the CONvince selling technique in many of my training seminars. This is another perception that comes from that same thinking. It is not me that I am selling the prospect. It is not my features, advantages and benefits we are discussing. I am not qualifying the prospect to see if he/she will purchase me. I am qualifying the client to find a problem that I can solve, and sell a product or service that provides the solution. We often wonder why we have problems with relationships when we continuously avoid the direct approach with honesty and care. Empathy and honest intent to solve problems is what is required to gain trust from prospects. Whenever I was looking to make a purchasing decision on a product or service whether it is for me or my company, I can’t remember once thinking of purchasing a new friend. I do remember that my character was part of the equation but that cannot be confused with the product or service.

Myth #4 – Scripts are for rookies

When I am making outgoing telephone calls, it is important to me that I am prepared. The script is often thought as the idiot sheet. I often hear sales people say that they feel robotic and not genuine in their telephone calls when they are given a script.

Scripts are not to be read to a prospect. They are to be kept visibly in front of you for structure. It is a simple guide to staying on the course of your objective. Many things can happen in telephone call, you can be interrupted, the prospect may put you on hold, you might even get cut-off due to poor line service. The script helps you see where you are at and what has to be accomplished in the prospecting telephone call. Scripts are a simple plan and are required for true sales success.

Myth #5 – Sales Statistics

I cringe every time I hear a sales statistic based on success. Knock on 7 doors and get 1 appointment. Make 100 calls and get 10 appointments. Use the 80-20 rule, use the 98 – 2 rule, use the theory of assumption and delusion if you truly react to this myth. I want you to think seriously about how these statistics have come to creation. What is the substance the supports these statistics? What kind of sales people was the basis of these findings? Was it the sales professionals or the poorly prepared sales people? How much activity was put into the creation of these statistics? If I can get one appointment for every 7 calls then I am going to avoid 6 of those prospects and save my time. The only statistic that matters in sales is the one you create yourself. You are the real statistic.

Myth #6 – An ego is required to be successful in Sales

People often confuse ego with confidence. Confidence and conviction are required to be successful in sales. You need to have confidence in your knowledge, confidence in the company that you represent and confidence in the product that you are selling. Ego is self manifested from pride and insecurity and it prevents you from asking the important questions and listening to the needs of the prospect. Consumers are tired of the Johnny Hollywoods of our profession. The charming witty sales person that displays intelligence and often forgets to focus on the prospect because he/she is too amused by the sound of their voice.

Myth #7 – Sales cannot be taught; Sales Professionals are born and not made

This is a common perception and I hear it often by sales managers or human resource personnel that are frustrated with their recruiting efforts to finding successful sales candidates that can perform to expectations of a company’s revenue goals. There are people that are gifted in with natural charm and intelligence to be successful in sales. I have seen too many examples of Sales Professionals that a focused on practicing these proven methods and working hard towards their personal sales goals that have out performed sales people with more talent and intelligence. To say that sales cannot be taught is to say that only few people can understand the communication process and the willingness to care for a prospect to solve problems and create a purchase decision.

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