Any seasoned salesperson can tell you that sales is an art and a science. Salespeople’s mistakes, especially when new to the game, can quickly turn a prospect into a burned bridge. Learning this balancing act takes time and experience, but it helps to know some of the most common sales mistakes upfront.

10 Sales Mistakes to Avoid

The hardest part of sales is closing the deal. Sometimes, even when a call or meeting seems to be going well, something gets in the way of that final “yes.” One of these common sales mistakes could be the culprit. Here are 10 things to stop doing in sales.

1. Relying on logic. Customers are primarily driven by emotion in their purchases. It’s why people are willing to buy sports cars or pay more for name brands. Logic can help your sales pitch, but you must tap into the customer’s passions to get them fired up about your product.
2. Selling the product, not the impact. We’re selling the transformation that will happen once a customer uses our product, not the product itself.
3. Not enough listening. Salespeople tend to be extroverts who like to talk. When you speak less, you avoid hearing what your customer is saying. Don’t be so married to your pitch that you miss the opportunity to address their real needs in the moment.
4. Overselling. Some salespeople can get so caught up in closing that they promise their customers the moon. If the product doesn’t deliver, you’ll have unhappy customers, negative reviews, and lost sales long-term. If your customer wants more than your product can do, either be honest or adjust their expectations.
5. Not targeting decision-makers. One of salespeople’s biggest mistakes is targeting the wrong person for their pitch. It might be harder to get a meeting with a company’s movers and shakers but don’t settle for pitching someone who has no power to say yes.
6. Making it complicated. Our sales pitch can be more effective if we keep it concise and to the point. When our product is confusing or too complex, fewer buyers say yes.
7. Being too salesy. The “used car salesman” is a stereotype for a reason. Your sales pitch should feel like a conversation, not a schtick. Don’t use cheesy jargon. Be genuine in the way that you communicate your points.
8. Misframing the cost. Don’t focus on the dollar amount of your product. Instead, please focus on the value and the fact that it’s an investment in your customer’s future.
9. Lack of preparation. It would be best to do your research before you talk to a potential client. Learn what their company does and tailor your pitch specifically to them. Nothing puts a person off faster than feeling like you’re wasting their time without understanding their company’s needs.
10. Leaving open ends. Only walk away from a pitch without establishing an expiration date for your offer or getting a hard date for a decision from the buyer. A deadline creates a sense of urgency.

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Learning the do’s and don’ts of sales comes with experience, but you can speed up the process by investing in your professional development. Click here to sign up for my weekly blog articles to learn more about common sales mistakes, leadership tips, and how to achieve overall business success.

Coach Dave