Top 3 Fatal Sales Mistakes: What Not to Do to Succeed in Sales!
Over the past few weeks, I've found myself on the receiving end
of a series of particularly heinous sales techniques - all of
which were aimed at getting through a gatekeeper to a decision
maker, and all of which ended disastrously for the sales reps
involved.
I firmly believe that, to improve our skills and the
relationships we have with our prospects and clients, it's just
as important to know what not to do as it is to know what to do.
In that spirit, I decided to recount and dissect these painful
experiences, in the hope of sharing with you where these sales
people went so wrong - and what they could've done instead!
One word of warning: while I've chosen not to use any names in
order to protect the potentially innocent companies who may be
employing these sales reps (and may not be aware of the
"techniques" they are using), the stories you're about to read
are, unfortunately, all true. Viewer discretion is definitely
advised...
#1: The case of the anonymous acquaintance First, a couple of
weeks ago, I received a magazine article in the mail that
detailed the benefits to sales people of taking a public
speaking course. On second look, I saw that the article was
actually an advertorial, complete with a registration form for
the course at the end.
Attached to the piece was a post-it with a handwritten note
which read: "Colleen, I thought you would find this
interesting." It was signed with an illegible initial - maybe a
J? Maybe an I? - I couldn't be sure. I had no idea who had sent
me this "highly informative article," but because of the
handwritten note, I assumed I must know them. I looked at the
envelope it had come in, and, sure enough, found no return
address and an automated bulk mail stamp - sure signs of
unsolicited mail.
I'd never heard of the company offering the seminar, nor anyone
they were associated with. Clearly, they were trying to hide
behind their anonymity because they knew, that I knew, that they
did not know me.
Why is this crossing the line? Because by trying to pretend that
they know and have a relationship with me even though they
don't, they are lying. To me, an approach that is based on a lie
is the worst kind of mistake - and the absolute worst first
impression - that any sales professional can make.
This lie is being used in the hope that I'll feel guilty enough
about not remembering who they are that I will call the company
to find out, at which point they can try to sell me on their
seminar. Will I be in the mood to be sold anything once I figure
out their game? Will I ever buy anything from this company, or
recommend them to my colleagues and associates? Am I likely to
respond warmly to any follow-up call that might happen to come
along?
The answer is NO! So if you've ever been tempted to try to lure
new customers with a lie, first ask yourself this: if the
customer or prospect finds out what I'm really up to, will they
be mad, or will I be embarrassed? If the answer to either of
these questions is yes, then find yourself a different tactic -
fast!
How not to cross the line The idea of staying in touch with your
customers and prospects by sending them an occasional article or
other information is a good one. But if you use this technique,
make sure the following rules of thumb are applied consistently,
and without exception:
The article is relevant to the prospect. The article is simply
that - an article, not just a glorified advertisement for your
product. The prospect knows you and you clearly sign your name
so they can see it is from you. You identify who you are on the
envelope. You make a follow-up call after they've received it.
#2: The case of the schoolyard bully While on vacation in March,
I received a frantic call from my office.
My assistant was panicked because she'd gotten a call from a man
who insisted that he had a meeting set up with me for that day,
and that it was "critical" that he talk to me. He also told her
that he "had talked to me directly," that this was "a follow-up
meeting," that I had "promised to talk to him" - and even that
he had "time sensitive information" he had to get to me.
When she finally got me on the phone, explained the situation
and told me what company he was calling from, I realized it was
all a ruse. I had never talked to that rep or his company
before. I did know enough about what they did, however, to
realize that what they sold was not relevant to my business and
I was not, nor ever would be, interested in the service they
offered.
In other words, this rep hadn't even spoken to me before, let
alone scheduled a "follow-up" meeting. He also didn't offer
anything that would be so "critical" to my business that I'd be
glad to interrupt my vacation to talk to him.
Why is this crossing the line? Once more: he lied. As far as I
was concerned, that spelled the end of any business relationship
he and I might ever have had.
To make matters worse, in order to get though to me (the
"decision maker"), he tried to instigate panic in my assistant
(the "gatekeeper") by confusing her into thinking she and I had
made a mistake, and I would have to be disturbed.
He knew we'd never spoken, and that we did not have a meeting
scheduled. He was simply hoping that I would feel so guilty
about the possibility that I'd made a mistake that I would be
willing to cancel whatever else I was doing to take his call. He
was probably also hoping that same unwarranted guilt would make
me feel I "owed him" enough to listen to his pitch.
Whenever you use a tactic that requires making someone else feel
bad simply to get what you want, you're crossing the line not
only between appropriate and inappropriate sales techniques, but
also between being a smart or stupid sales person - and, to my
mind, between being a decent human being and a schoolyard bully.
Just ask yourself: if your prospect found out what you were
doing, would they want to have a relationship with you?
How not to cross the line Assistants can be used effectively to
secure appointments and get decision makers on your side.
However, you should never attempt to manipulate them or their
relationship with your prospect. If you do get a gatekeeper on
the phone, try the following, and see how much farther it will
take you:
Show them respect at all times. Treat them like the decision
maker, and try your opening lines or lead-in questions with
them. They may be able to point you towards other decision
makers in the company who could be important to your sale. Ask
them when is the best time to reach the decision maker. Ask if
they can schedule 15 minutes of time with the decision maker for
you. Always thank them for their help.
#3: The case of the "close, personal friend" Finally, just a few
days ago, a sales person called our office claiming to be a
"close, personal friend" of mine. My assistant asked if I knew
her, and while I didn't think so, I decided to have her put her
through to me anyway.
A couple of minutes into her pitch, I interrupted the rep and
asked, "excuse me, do I know you?" She answered: "Not now, but
if we do business together, I guarantee we will become good
friends."
Needless to say, we didn't do business together, and we aren't
likely to at any point in the foreseeable future.
Why is this crossing the line? Say it with me now: because she
lied! Even worse, it was a really stupid lie!
Did the rep really not think that, as soon as she had me on the
phone, I'd realize she wasn't the "close, personal friend" she
was claiming to be? Either she was hoping I would think her
"idea" was clever, or that I was so stupid I can't remember who
my friends are. Any sales tactic that makes the prospect feel
like you must think he or she is an idiot simply can't end well.
Before you try any technique like this one, please ask yourself:
if the prospect finds out what I'm doing, will they want to be
my friend? Or will I be happy with the consequences of earning a
bad reputation, and a lost opportunity?
How not to cross the line Every time you call a decision maker,
have a compelling reason to speak to them, and make sure your
opening line or leading question is tuned to their needs, and
offers them value. Then they will want to take your calls,
without your having to lie to get them on the phone.
If you want to develop commonality with your prospects without
resorting to trickery, try the following simple - and honest! -
approach:
Use a REAL reference from someone you both know. Tell them a
third party story about a customer you've helped who is in their
industry, and/or who is in their same position (Director, VP,
etc). Offer a piece of information that shows you know something
about their business or industry that you can help them with.
One of my clients who sells to the medical research industry,
for example, leads with "your research into XYZ disease caught
my attention..." When it comes to being honest and being branded
a liar, the line between what's appropriate and what isn't,
isn't so much a "fine line" as it is a gaping chasm. Fall in,
and you may never be able to find your way out.
Consider yourself warned.