I work with many extraordinarily talented people who sell for a living… every generation, all levels of experience and from a wide range of industries. Talented sales pros are on the go… their days are filled with activity. But this tireless hustle can get in the way of good people doing the right thing. I’ve noticed seven common traits that threaten to derail the success of even the most talented amongst us. You’ll recognize most of them… they are not new to you. But if your busyness is causing you to neglect one or more of these… no matter how good you are… your sales success is at risk.

You are putting your sales success in jeopardy when you fail to…

1. Distinguish between activity and action.
So you made 20 calls today and had 15 client meetings this month. Congratulations! You hit your call target. No question… activity is critical to sales success but the push to “make more calls,” “see more clients” is downright dangerous when this activity isn’t balanced with the right actions. The specific content of your sales messages, the process for delivering your messages, the preparation that assures a high-value interaction with your client all dictate whether or not your activity will prompt client action. Impotent voice mails and valueless e-mails that masquerade as sales activity fail to move the relationship forward and result in nothing more than client apathy or irritation.

2. Get disciplined.
Discipline is like oxygen to sellers. Without it you’re in BIG trouble. Inconsistency is the leading cause of the “feast and famine” swings many busy sellers experience. One of my clients is the poster child for discipline. Chris sells technology services. Outside of work he is a body builder. Like everyone in this field he is fanatically disciplined about his diet and exercise regime and he sticks like glue to his daily routine. He has applied this same level of self-government to his sales career and is blowing the roof off all of his sales targets. Plan your day, schedule time for the important stuff and ruthlessly guard it from outside distractions.

3. Hit the pause button.
Sellers are professional jugglers. You constantly juggle clients, prospects and internal resources. Sometimes you’re so busy juggling you neglect to take time out to “reflect and connect.” To think deeply about an upcoming meeting or call from the customer’s perspective. To reflect on what you know to be of specific importance to this contact, their business or market. Or to candidly consider the customer’s disposition to, and expectations of, your upcoming meeting. Only by making time to reflect can you plan to connect with this client so that you engage him… and differentiate you.

4. Prioritize.
Do you start your day opening a daunting list of irrelevant e-mail in your inbox? Does that urgent proposal request from a marginal client encroach on your important business development time? Do you find yourself preparing for every prospect call with equal intensity? Are you diluting your effectiveness and your efficiency by failing to develop a smart prioritization process? One that enables you to filter your work and make decisions that will deliver bigger results. Take a close look at what you deem a priority. Be prepared to redefine what’s important and what’s not. So that you get the right things done!

5. Get out of your own head
I’m buying a new car. I love cars but I hate the buying process. I am talking to three dealers about convertibles. One of them, who I like and would be happy to buy from, is about to lose the opportunity because he’s stuck in his own head and on his agenda. He has a fully loaded brand spanking new convertible. And he’s offering me a good price because he wants to move it off the lot. Everything makes sense on paper. He is so sure that this is the right car for me that he can no longer hear what I am saying. I’ve told him that I don’t use logic to buy a car. I buy from a place of pure, and often irrational, emotion. I appreciate all of the upgrades but there is one deal breaker for me… I just don’t like the colour. His inability to get out of his own head, accept my wacky perspective and start from there, is about to cost him the sale.

6. Focus on the internal sale.
You know that the sale is often made when you’re not there… Decision makers read your proposal without your presence, your primary contact conveys your value to his senior team; you’re relying on others to position you to win. Which means … while the content of your proposal is important, the format and “positioning” of that content is equally so. Cookie cutter proposals don’t cut it. Know how your proposal will be read and by whom? Format your proposal so that the right people quickly find what they need in order to make the right decision. Decide what should be up front, what needs to be repeated, and what should be captured in appendices because it’s important for some and not for others. Create distinct proposals that make it easy for everyone to choose you.

7. Leverage your best clients
Do you want to know the best way to get the attention of new clients? Do you need clarity on your specific differentiators? Are you looking for more “ideal” customers? Guess who has the answers to all of your big sales questions? Your customers do. Leverage the people who already love to work with you. And don’t wait for them to offer help. Get proactive. Ask! The people who buy from you know why some sellers get in the door and others don’t. They know what you do best and they know what distinguishes you from others in your field. Ask for powerful testimonials after a job well done, ask for referrals to like-minded customers, and ask for help opening doors or positioning the impact of your work.

I look forward to your insights. Please leave a comment below.