1. Buyers are liars. Do buyers mislead salespeople? Many a times. This usually occurs when the sales person has failed to earn that person's trust. Gaining someone's trust means not pushing them into making a buying decision. It means focusing the sales person’s attention on customer’s situation rather than trying to close the sale.
2. Anyone can be persuaded to buy. This may be true of impulse purchases but in today's business world, buyers are more savvy than ever before. The real key is to determine whether or not the person or company the sales person is speaking has a genuine need for the product or service. If they do not, then the best strategy is to move on to someone who does need and want that particular solution.
3. Price is the primary reason people make a buying decision. Price is important in the sales process but it is not usually the primary reason, unless, of course, if the sales person fails to establish the value of his products or services. And If he does not clearly show how his solution will help the customer, price will become the default decision-making criteria.
4. It's critical to close the sale as soon as possible. Yes, it's important to move people towards a buying decision and it is important to gain commitments along the way. It is important to include a call to action in the proposals and conversations. But, it is also important to recognize that not every sales decision will be made quickly. Decisions can be delayed for a number of reasons, and in certain situations, trying to rush the customer to a commitment will cost the sale.
5. Close the deal at any price. Too many people feel they have to close every deal, even if it does not make good business sense. Many sales people will accept a sale that has virtually no margin. Many sales people match the prices of the competitors in order to prevent people from going to their competition. However, this seldom creates loyalty and only conditions that customer to continue asking for a better price. If the sales person are not making the desired gross profit on a particular sale, then he needs to consider whether it makes good business to accept it.
6. Do whatever it takes to get the sale. Manipulative, aggressive, high-pressure sales tactics work. But, they don't create loyal customers and clients. The sales person may win the sale, but in the long run, the customer is lost.
7. A salesperson can sell something that is not wanted: People buy to satisfy needs and wants. A salesperson may help a customer to identify their needs and wants but customers only buy when they believe the product or service they are offered will satisfy them. Selling is not about seducing or coercing the client into buying something for which they have no use or desire.
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