Everyone has a “To Do” list. I was introduced to the concept of the “Stop Doing” list in one of my favorite books, “Good to Great” by Jim Collins.
Over the years I have witnessed some frightening selling practices. And I’ve seen them used by sales pros with different levels of experience. It’s not because they’re bad sales reps. For many it’s habit. Some have been taught these “tactics” by well meaning sales dinosaurs. And others simply don’t know better.
I’ve named each of these behaviors. And created, in no particular order, my top ten “Harrington’s Horrors.” If you happen to recognize yourself in the list below then it’s time to create your personal “Stop Doing” list, and to retire each of the horrors that threaten to derail your sales success.
Your Stop Doing List (Harrington’s Horrors)
1. The Stalker
You follow up with your prospects frequently and regularly. Buyers are busy so you’re persistent. But there’s a fine line between persistence and stalking – and you’ve raced past that line. What’s the difference? The intent and content of your messages. The persistent seller has a valid reason for calling, and delivers a message that focuses on what is important to this customer now. The stalker is out to close the deal with a generic “feature and benefit” message that focuses on the seller.
2. The Parrot
As sales leaders put pressure on reps to call higher up the corporate ladder I’ve witnessed the emergence of flocks of parrots – reps mindlessly repeating “big strategic” questions they’re required to pose to executive buyers.
Just one problem… they don’t understand why they’re asking the questions and they don’t know what to do with the answers. The net result is lost credibility and bruised confidence. NEVER call at the executive level if you don’t have a valid reason to be there, or if you don’t have the business acumen to carry an executive-level conversation.
3. The “Sales Cliché”
If you’ve ever been in one of my workshops you know how I feel about this horror. I cringe every time I hear one of these pearls fall from a seller’s mouth. “What keeps you up at night?” “What are your pain points?” Or some other sales training cliché you adopted circa 1990 and forgot to retire from your repertoire. I understand the intent … but PLEASE change the language. What keeps me up at night? My husband’s snoring!
4. The Price Dropper
Everyone has a personal “car purchase” story. It usually involves some reference to the inevitable “this is my best price” game, coupled with the “let me speak with my manager” tactic. Does it feel good? No! It kills any joy in what should be a fun purchase. And it has destroyed the credibility of an entire industry. Yet many sellers are quick to drop prices unnecessarily. Know your value in context of each customer’s priorities so that you can hold you’re pricing in face of lower cost competition. And, if dropping your price makes sense in this instance, re-create the offer to reflect the lower rate, so you don’t reduce your credibility.
5. The Verbal Brochure
You’ve got your standard presentation, a 20-slide PowerPoint deck detailing the history of your company since Adam met Eve, and you drag it out to every new customer meeting. Well, guess what? I don’t care. I’ve been to your website. You sent me your e-brochure. I can read. So if you’re meeting with me, use my precious time to share something of value that’s relevant to me and my business now. Pique my interest so that I want to schedule a second meeting or take a next step with you.
6. The Idiot Creator
“Are you interested in saving time and reducing risk?” Or “If I show you how we’ll save your company $500,000, are you ready to move forward with us today?” The customer would be an idiot to say “no.” Right? WRONG! The only person that looks like an idiot is the seller. Retire these types of cheesy manipulative questions from your sales portfolio now.
7. The Easy Rider
Too many sellers are looking for “easy.”
Some of you mistake easy for efficient. Here’s a news flash for any of you who skimp on preparation for customer meetings because “I’m an intuitive sales person and I know what to say.” And for those of you who give up on a good prospect because “they don’t return my calls after three attempts.” Selling isn’t easy. With the array of competition fighting for the customer’s time and money, you must earn the right to quality time with busy buyers. And that takes effort and discipline.
8. The Lost Lamb
“I’m not sure if you’re the person I should speak to…” or “I’m not sure what you do…” Yes… there are sales reps who still say this! And the buyer’s response? “Do your homework and call me when you do know!” With all the resources available to sellers today, if you’re not prepared to invest time into figuring out what my company does, or who you should talk to, what does that say about the effort you’ll put into supporting my business?
9. The Conversation Killer
Your opening line is killing you. “Hi it’s John Smith from ACME Technologies, have you heard of us?” Or “Hi it’s John Smith from ACME Technologies, I’ll be in your area next week – are you available to meet?” Or “Hi it’s John Smith from ACME Technologies, we sell technology hardware, do you have any current needs?” Never open with a question that solicits a big resounding “no” and leaves you with nowhere to go. Share what you know about this customer that has prompted you to call. And ask a big customer-centric question that opens a dialogue.
10. The Finger Pointer
“Customers only care about price.” “They don’t see the value in our services.” “People are rude – they never return my calls.” “She didn’t take the time to read my full proposal.” I hear these statements from irritated sales pros every week. Prospects aren’t rude – they’re busy. Buyers don’t return calls if you don’t give them a valid reason to. Customers don’t see the value in you, or your proposal, because you failed to connect to their critical priorities.
Stop pointing the finger at the customer. If you want to lay blame at someone’s door – always start closer to home.
Good selling!
