- By Camila Ante
Being a salesman in 2021 is very different to be a salesman in 1987: buyers have changed and best sellers have to go to the couple. While it could be said that it is easier to sell effectively in 2021, the truth is that it is for those companies that show better performance that leads them to differentiate themselves from the competition.
The first thing you should do is leave behind the tactics that we mention below.
1. Cold call
If you're still calling leads and think it's a great way to generate new leads, stop selling now.
Cold calls are difficult, useless, unpleasant, and negatively impact your brand and your potential success, plus they are not as effective as inbound sales.
What to do instead?
It should be clarified that call prospecting should not be completely canceled. In this scenario we advise you to use warm calls, that is, do your research first to offer a compelling reason for what to offer. Work with inbound leads who want to talk to you and provide helpful information to prospects on social media sooner.
2. Meet in person to start a business relationship
In the 1990s, inside sales were a stepping stone, not a career. Junior reps started out in inside sales and as they moved up the ranks, they were given their own outside territory and sent on a face-to-face sale.
Presentations were mostly over the phone, but even early stage sales calls were made in person. Meeting in person was not only expensive, it was also very exhausting.
They had to dress formally, print out the directions to the office (remember, this was before smartphones), travel to the prospect's office, arrive early, wait in the parking lot, chat with the receptionist, and then a small talk with the potential client before starting work.
A simple 45-minute meeting turned into a three-hour trial and all this just to start a relationship and conduct a basic needs analysis.
What to do instead?
Meetings in person are the most inefficient process you can imagine. In today's world, meeting face-to-face is something nice, not a requirement. Inside sales are simply more efficient and scalable.
3. Overselling the product
In the old days, sales cycles were incredibly involved. All meetings were held in person, so the process was inherently slower and cumbersome.
As a result, salespeople had a bit more flexibility in what they could tell potential customers. In fact, they could say whatever they wanted to move the process forward, since in six months no one would remember what they said anyway.
Because sales took so long to close, a prospect's priorities and product requirements were often different at the end of the process. It took so long to implement and close a deal that bypassing the critical parts of the solution was just a normal part of the process.
What to do instead?
Currently, overselling a product does not work. If it's a 28- or 56-day sales cycle, you'll be talking to your prospects frequently. You cannot lie and you have to worry about the details. If you don't, you will be caught immediately and this is a great win for buyers around the world.
4. Treat your product demo as the end of everything
Product demos used to be incredibly important to the final closing. There was practically no way a potential customer could learn about the product on their own, other than by seeing an acquaintance or having a reference on how to use it.
Local software testing was rare, hardware and software were also much more differentiated a few decades ago and were only updated annually, so the choice between one product and another was somewhat more important. As a result, a boardroom demonstration was a big deal and usually included a bit of theater.
Also, in most industries it was rare for them to sell the product that worked the way yours did. Now, the technology is much more homogeneous.
What to do instead?
Even if your competitor doesn't have the same product features, today they will likely have them in the next 24 months, and best-in-class attributes are integrated into each product more quickly and effectively.
The true differentiators are the culture, the company, and your ability to solve problems. So never think that the demonstration of your product is the end, since everything you do before and after also matters.
5. Count, don't ask
In the old days there was a lot of saying "You need this, then you have to have this," and prospects had no choice but to listen, because salespeople had all the knowledge and power of the relationship.
Today it is dangerous to make assumptions. Don't ask questions where the answer implies a "yes" or a "no." Explain your experiences and your side of the picture, but never do so without first understanding your prospect's situation.
What to do instead?
Sales today are solution-based, so you can't be proactive in sales conversations from the start. You should ask pertinent questions that extract relevant information and make sure you 100% understand your prospect's situation before you start making any kind of recommendation.
6. Push hard to reach a limit agreement
The best salespeople remember that it is not about them, it is about providing solutions to the customer. Yes, you have to make sales to be successful, but pushing too hard is a resounding no.
If it seems like a deal isn't going to close despite your best efforts, or if a potential client is continually falling behind, there's probably a reason. Borderline deals can usually be closed if you push hard enough.
However, forcing a deal can potentially damage your reputation and create a risk of abandonment. Don't take a quick win that will hurt you in the long run.
What to do instead?
If a prospect keeps putting meetings off, doesn't answer calls, and doesn't open emails, it may be a good time to be honest and wait for them to respond. In this case, what you should do is the following:
- Prospect: "I'm sorry I had to delay our meeting again, are you free in two weeks?"
- Salesperson: “Normally, when someone delays a meeting several times, it means that it is not a priority for his team at the moment. Is this the case? "
You can also reply, "Yes, this initiative is actually on the back burner this quarter." In this case, you can ask if you can try again next trimester and let them know that you will not bother them again until they are ready.
7. Moving too fast
The speed with which you move through a sales process is another factor in which you need to balance your sales instincts and your retention instincts: the short game versus the long game.
This is a difficult situation as getting a call closed gives a sense of urgency and looks like a quick win. But if you're only paying attention to the short term, you can stop paying attention to the big warning signs that your prospect will not be a good customer.
What to do instead?
Slow down and take the time to dig into your prospect's situation so they are fully informed about their decision and don't abandon their customer base within a few months.
8. Ignore the potential customer relationship
There are two laws that govern modern business relationships - they all exist online, and your digital reputation is forever.
Sellers acknowledge these facts and use them to their advantage, or they don't; however, ignoring the reality of modern sales can have serious consequences.
You are only as strong as your network, so if you ignore what your prospect really needs and consider it just as a number on a paycheck, you will lose value as a sales rep.
Don't think that closing a deal won't backfire on you later. Do it enough times and you will see that your potential clients dissuade their networks of collaborators from negotiating with you.
What to do instead?
This is not to say that you should sell based solely on relationships. In fact, that is a tactic that is almost destined to fail. You should always treat your prospects with the respect they deserve and never put your needs before theirs.
9. Treat the marketing department in the background
This advice is invaluable: you are only as good as your marketing department. It is very common for the team leader to invite you to breakfast or something like that.
What to do instead?
Ask them what you can do to help them and give them ideas to help them in your sales process. Marketing can help you achieve your goals, but marketers need your feedback, because if you do not implement "smarketing" (joint sales and marketing) you will be left behind.
10. Rely on marketing to generate all your leads
Sitting at your desk and complaining that the flow of your leads has decreased year after year is an unfortunate way to sell. You can connect with your social media contacts to ask how you can help them.
What to do instead?
Call your cousin and ask who in his company is responsible for the commercial area related to his product. Then call your closed and lost accounts from previous years, go to the networking event and hand out your business card while you ask how you can help them.
Above all, take personal responsibility for your flow of leads.
11. Sell alone
Team selling is always more efficient. If you are a long way from reaching your goals and you are not working with a sales coach or manager to improve your performance, we suggest that you find a high-level salesperson in the organization to help you.
What to do instead?
Get a sales mentor and meet regularly. Find someone who may be a little further along in their career and has demonstrated a consistent and logical approach so that they can analyze your current skills and help you achieve your business goals.
12. Let the routine wear you out
It is not sustainable to work 14 hours a day, 7 days a week, that is not a good business. It is important to have passion and perseverance, but it is equally important to maintain a balance to take care of yourself, so that your career has longevity and your well-being is optimal.
What to do instead?
Stay upbeat and happy by getting enough sleep, eating a balanced diet, and being around good people. Exercise, stay motivated, and keep your brain busy so you'll be happier and ultimately perform better.
13. Connect with a friend's cousin on LinkedIn
While this is not an old-fashioned tactic, the reality is that it is a modern strategy that is already well-worn. Just because you have a distant third-degree connection doesn't mean they're a qualified prospect.
What to do instead?
Join relevant groups on LinkedIn, comment and share articles posted by your prospects, and communicate only once you've made a meaningful connection and not a hackneyed one.
For example, if a potential customer "likes" an article you've shared with an industry group, don't immediately send them a direct message requesting a phone call.
Instead, reply to the article thread by thanking him for reading your article. This may not be the fastest way to move leads forward, but it will be far more successful than boosting a relationship before the other party is ready.
14. Force all potential customers to go through the same sales process
Expecting all prospects to react the same throughout your sales process is outdated and unrealistic. You may have prospects ready to sign a contract in the middle of your discovery call, and others who need to speak with your lead engineer, attorney, and five executives before they're ready to buy.
What to do instead?
Be flexible in your approach to each account and learn to read the signs and determine the next steps for any potential clients you are working with.
15. Maintain the competitive advantage just for you
The days of sneaking your way to the top of the leaderboard and staying there jealously guarding your strategies are long gone.
What to do instead?
Selling as a team is the way to get ahead in your company and close more deals. Whether as a sales leader or a new representative, seek the advice of your teammates and share the tactics that you find most successful.
If a representative on your team has a calling strategy that repeatedly resolves a potential customer objection that your team receives a lot, make your strategy an institutionalized part of your sales process and ask them to train the other reps.
Now that we've talked about the dos and don'ts, let's go over the sales tactics you should be using instead of the tired old strategies we listed above.
Taken from: Hubspost
