Matrix Marketing

Getting by in sales is easy if you are an order taker, sell from a catalogue or have shelves and streams of customers clambering for your product, but if you’re like me, you sell a solution or product that simply cannot sell itself and you usually require an appointment with a potential customer.

In this series, I’ll be going through the top five sales mistakes to avoid if you want to improve your results in 2017:

Mistake 1: Don’t Sound Like a Sales Person

How many times have you received a call from someone who is very obviously reading from a script?

You can predict the pauses, anticipate their next line and just about calculate the close. You’ve heard this call 100 times before.

Don’t get me wrong, scripting is needed for focus and to understand what a pitch is about, but it must not and cannot be read.

Remember, the person on the other side of the phone has received dozens of calls just like this. You have no idea what mood, disposition or state of mind the person you’re attempting to bedazzle is in. When you politely say “Hello Mr. Jones, how are you today?” do you really think he cares enough to reply and say “I am fine thank you and how are you?”

He may have kicked the dog on his way out the door this morning, fought his way through unrelenting traffic or just lost a long-standing client.

The fact is, you need to be aware of your prospects time and mood.

You have about 7 seconds to get a prospect’s attention so when you have it, keep the following in mind:

  • Don’t try and sell something in those 7 seconds
  • Recognize that they’re busy
  • Inform them that you don’t intend to waste their time
  • Tell them what you want. An example being an appointment
  • Make your call memorable
  • If you’re lucky enough to have passed all the gate keepers on your way to the decision maker, ensure that your message is unique, hard hitting and makes them wonder why they haven’t thought of your product or solution before
  • If you’ve done some research on potential “pain points” or better yet, have experience dealing with a significant competitor, use your experience as points for your prospect to ponder on.

Make them think. Make them wonder. Let them buy.


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