By Mario Peshev
Glossophobia, the formal term for “public speaking”, ranks among the most pressing fears affecting about 75% of the humankind.
Sales outreach is a step further when it comes to pushing the business forward. Unsolicited calls are known for their aggressiveness, gatekeepers have a respectable role in the corporate world, and making a breakthrough with an innovative idea is far from trivial.
To combat this fear and make the best out of your sales process, I’ve gathered 11 sales influencers discussing the most common mistakes beginner (and even intermediate) salespeople repeat on a day-to-day.
1. Failure to Offer Interest or Value
We often focus way too hard on who we want to talk to, without spending an equal amount of effort figuring out why they would want to talk to us. Unless you can align your outreach request to something you know is of interest or value to your prospect, you haven’t earned the right to try to engage them.
2. Product-Centric Messaging and Lack of Planning
There are three things I can highlight quickly that would dramatically improve the quality and effectiveness of most prospecting efforts that I witness.
Mistake 1: Connecting on LinkedIn and immediately pitching your product. I used to call this the Pounce & Pitch but my colleague Doug Wyatt has a better term, the “Bait & Pitch.” Most buyers report hating this, but reps persist because it occasionally works, when they luckily pitch someone who is open to it or already in the market or thinking about a solution like theirs.
The fix: Digital or social selling requires a more subtle approach. If you see a trigger event or sales signal, use another channel (such as email or phone). If you’re using social platforms to approach prospects, I generally suggest to create some awareness and interest and to build a relationship first, before prospecting directly. There are always exceptions, but if you remember that “social is subtle” and act more like you would in person at a networking event, you’ll fare better than using the “Bait & Pitch.”
Mistake 2: Using a product-centric approach (product pitch) vs. a problem-focused or buyer-centric approach.
The fix: I’ve helped companies get radically better results by avoiding the product pitch entirely, and using an approach that floats a problem the buyer is likely to have (or is known to have from a referral or research), shares an outcome the seller has helped similar companies achieve, mentions the way that outcome was delivered, and provides an opportunity to learn more (by setting an appointment where case details are shared and further discovery can be done). This “Problem/Outcome/Solution/Explore” approach becomes even more powerful with a referral or introduction, but even in the absence of that, it works far better than product pitching.
Mistake 3: A compete lack of research and sales call planning.
The fix: The amount of research needed varies greatly, based on whether you’re calling mid-level decision-makers in a …read more
Read more here:: B2CMarketingInsider