10 essential selling principles most salespeople get wrong

1. [Principles Of Sales]
[Niraj Joshi]

2. 1. Assuming the problem that the prospect communicates is the real problem.
It’s normal and natural to assume this; however, it’s important to look
deeper into each scenario. Like a physician, we must ask ourselves “is this
the prospect’s real problem or is it just a symptom?” Before diagnosing
and offering how we can address their challenges, we have to ask more
questions to make sure we’ll be getting at the root of their problem, and
bringing value to the prospect by supporting their true goals. (Sandler Rule
#38)
2. Thinking that your sales “presentation” will seal the deal. You
should always be helping the prospect discover the best reasons to buy from
you – not telling them why they should. The prospect should know that
they’ll be buying from you long before you present your final pitch or
proposal. (Sandler Rule #15)
3. Talking too much. One of the oldest Sandler philosophies is the 70/30
rule. So often and especially in the beginning of a relationship, salespeople
think they need to be doing all the talking, when they should be listening
and asking questions. Keep in mind, if a prospect wanted a rundown of your
products or services, he or she could just visit your website. The sales
process is a conversation, and an honest and open one at that. (Sandler Rule
#14)
4. Believing that you can sell anybody anything. People don’t buy
simply on your say-so. A prospect must go through a period of self-discovery
before making the decision that your product or service is the right solution.
Resistance is pre-programmed and people don’t like to be told what to do
(or buy). A better approach than “selling by telling” is to ask key
questions or relate third-party stories that allow the prospect to discover
the benefits and advantages of your product or services. When you ask
questions that lead to a discovery, the prospect then “owns” the discovery
and the resistance disappears. After all, people don’t tend to argue with
their own data. (Sandler Rule #27)

3. 5. Over-educating the prospect when you should be selling. The initial
goal in selling is to find out why, and under what circumstances, the prospect
will buy from you. Asking questions is first, and sharing your materials and
specifics comes next. Sell today, educate tomorrow. (Sandler Rule #21)
6. Failing to remember that salespeople are decision makers, too. Every
step of the way through the sales cycle, a salesperson must make critical
decision as to whether to continue investing time in the relationship with
the prospect. If you as the salesperson are a poor decision-maker, your lack
of clarity and decisive action will be mirrored in your prospect’s behavior.
Remember, the shorter your selling cycle, the more leads you close over time.
(Sandler Rule #36)
7. Reading minds. Always get the facts from your prospect about what they
need and why. When your prospect is vague, politely ask for clarity. Veteran
sales people are often the culprits of “reading minds” because they think
they’ve seen it all. But when they jump to conclusions, they make erroneous
assumptions that lead to wasted time at best, lost opportunities at
worst. As the old adage goes, “to assume is to make an ass out of you and
me.” (Sandler Rule #13)
8. Working as an “unpaid consultant” in an attempt to close a deal.
Sandler advises salespeople to play “Let’s Pretend” when a prospect asks
for additional work and information before making a buying decision. Ask your
prospect to picture a scenario where you complete the additional groundwork
and provide a solution that fits everything the prospect needs – then what
happens, will they buy from you? If they can’t envision pulling the trigger
even after you’ve done the additional work, or if they’d still need another
step in the process, it may be time to walk away or you may ask to move directly
to this second step. When you want to know the future, bring it back to
the present. (Sandler Rule #25)

4. 9.Being your own worst enemy. Never blame the prospect for stalling the
process. Instead, look inward. It’s the job of the salespeople to assure
the prospect and address detours. The only way to streamline the process is
to continue to refine your own sales approach and technique. (Sandler Rule
#44)
10. Keeping your fingers crossed that a prospect doesn’t notice a problem.
Sandler teaches that the only way to avoid a potential disaster is to address
it before it erupts. Always come clean and be open and transparent if
something problematic comes up along the selling cycle. The prospect will
respect that you “came clean” and shared it, and together you can
problem-solve, building a solidifying team approach to the issue. (Sandler
Rule #23)