What separates successful telesales people from unsuccessful ones?
Most sales people try to adopt good practices, reading books and honing their skillset; however, there’s often just as much to be gained from avoiding the common pitfalls too!
Here are 7 common mistakes we find telemarketers make, with tips on avoiding them.
1. Trying to persuade
This tactic comes from the general publics view of sales. To the man on the street, sales people exist to push you into purchasing something you don’t want or need. Even worse than this, many of these older tactics are borderline manipulation – the preserve of con artists!
In reality, a good sales person should be speaking to someone who genuinely needs and wants their product. In these cases, presenting the product by using the psychology of sales is a far better plan – focusing on problems and how your product solves them neatly.
2. Wasting time
This ties neatly into the tip above. The best telesales people can spot when a person or company is ready to purchase; differentiating them from those who aren’t particularly interested. From here, the actual sale part of the conversation is made much smoother, as you’re not trying to persuade anyone but instead obtain the best deal you can.
3. Buyer intent
This tip is extremely important in B2B sales, where a small section of the company is responsible for procuring services for the entire business. For the telemarketer, it’s important to try and discover 3 things:
Who: Who makes the purchasing decision?
What: What exactly do they require?
When: Are they ready right now? Or are they early on in the purchasing process?
If you can’t answer these questions, you’re firing blindly at prospects without really understanding where they are right now.
4. Staying comfortable
Many sales people, try to handle leads that they’re comfortable with – rather than ones that are likely to result in a good conversion. In contrast, great sales people will use the tips above to diagnose prospects that are a sure thing! By adopting a sales process and sticking to it, they follow up on leads and keep “early buyers” on the back burner until they’re ready.
5. Sales presentations
Some sales people focus too much on the sales presentation or pitch to clinch the deal. Unfortunately, this means that the many questions a prospect might have are left unanswered.
By focusing on the prospects wants, needs and their own personality, you can match them perfectly – or atleast as much as possible within your companies product range! The only time a one size fits all policy can work is in heavily regulated products such as insurance, financial products or similar industries where you need to stick to a set script.
6. Trying to be liked
There’s nothing wrong with being sociable or building rapport; after all, you need to get along with your prospect in order to smooth the passage to a deal. What can happen though, is that some sales people go beyond basic rapport and become a friend, rather than a professional who has a solution to their problem.
There are two main reason why this is a bad idea:
- Some clients will assume you’re being “fake nice” because of the possible sale.
- Some will attempt to take advantage, circumventing company policy and rules to get a better deal or service level.
7. Not learning new techniques
The world of sales constantly changes, leaving those who don’t want to learn in its wake. Decision makers in 2019 operate in a different world with different values than 2009 – so your tactics should evolve accordingly. Even if you don’t quite agree with a new idea, it’s always good to be mindful of it, as you may discover a client where a modern strategy works well.
Now that you’ve armed yourself with these tips, you can avoid the pitfalls many telemarketing and sales staff fall into. Almost anyone can become great at sales, simply by avoiding bad habits and listening to the information your prospect gives you.