Title: 5 Mistakes I’ve Seen Salespeople Make On A Sales Call

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Selling Is a Contact Sport

During the 30+ years I’ve been in sales, I’ve seen a lot of silly, crazy, and stupid things salespeople do on a sales call and interview. These are also the same things people do when interviewing for a new position within their company or when looking for a new job. I hope you’re not one of my examples.

1. They don’t know how to leave a good voicemail message. How many times have you listened to a message left for you and you wonder, “what did they want?” You don’t say your name or phone number clearly, you sound completely disorganized in what you’re calling about, and you ramble. Leave a voicemail message for yourself sometime and then ask yourself, “would I call myself back after a message like that?”
2. They don’t show up on time. There’s really no excuse for this as you should always plan on being at the appointment 15 minutes ahead of time. By getting there early, you get your nerves under control, you can go over your plan of action, and you can observe the office environment and the employee’s interactions with each other. If you are late for one appointment for unforeseen reasons, that may be excusable the first time as long as you call ahead and let them know. But if it happens the second time, your odds of getting invited back have just gone down tremendously because you’re seen as someone who cannot be depended upon.
3. They’re not prepared. They decide to just “wing it”. In a recent survey top-level-decision makers were asked, “what is the most important thing to you in business?” The overwhelming response: time. They said that money could be replaced. Their time couldn’t. That’s why you see so many executives want you to get to the bottom-line quickly and cut the small talk. They’re not being rude. They just have so many other demands on their time that you better know what you want, how you want to say it, and move on within fifteen minutes. You can take care of the details with the subordinates later. And a part of preparation is knowing what you want to say, what you expect them to say, how you will respond, and what is happening in the environment during the appointment (body language, what is and what is not being said, and how people are relating to each other).
4. Salespeople don’t properly express to the decision-maker what’s in it for them if they purchase the salesperson’s product or service. What results will the product/service provide? Be specific. Give them proof. Will it save me two hours per week? Will it cut our costs by 15% in one month? Will it increase our sales by 10% this quarter? Too many salespeople give too much detail about why the product was designed, how easy it is to use, or how inexpensive it is. Decision-makers are concerned about the bottom-line: what results will it get me and how soon?
5. Many salespeople are clueless about how they relate with their prospects and clients. Their handshake may be the “dead fish” and the client reads you as a wimp. You don’t make eye contact and the client thinks you have something to hide. You clear your throat too much which is a sign that someone is not telling the truth. You’re evasive in your answers which they read as you’re trying to hide something or you have no knowledge of what you’re talking about. You talk small talk with someone who wants to get to the bottom-line immediately. You don’t listen. You don’t remember people’s names you’re introduced to. A lot of little things that add up to the whole. If enough are missing, you will be to when the best vendors are invited back in for the final proposal.

Selling, like sports, is a contact sport that requires you to acquire the necessary skills, improve those skills, and execute those skills. If you do, you will become a true professional. If you don’t, you’ll just remain an order taker.

© 2007 Jerry Hocutt. Author of PDQtips™ on Cold Calling which you can download at http://www.ColdCallingForCowards.com.

About the Author: I’ve Been Compared to David Letterman. My mission: to help Salesknockers™ (the rare and seldom seen business person or salesperson who creates their own opportunities) succeed. I’ve trained over 150,000 people in business since 1992 through our nationally acclaimed Cold Calling for Cowards® seminars. (“He’s the Zen Master of Cold Calls” – Los Angeles Times.) I’ve been compared to David Letterman by the New Brunswick (NJ) Star-Ledger (“Lord of the Rings”). “Okay, so he’s not David Letterman.” (I didn’t say it was flattering. Just that I’ve been compared to him.)