“Hey, I love your business concept, and I want to learn more!”
These were the words that recently hit my inbox, and I felt pretty excited. I wanted to know why this person wanted to learn more — did they want to partner with me? Were they looking for a mentor? Whatever it was, the email was worded in a way that pulled me in, and I scheduled a call.
Unfortunately, it didn’t take long for me to recognize that this was actually a sales call.
I should have known.
Now, I’m not opposed to sales calls in the slightest! But I felt tricked with this approach, and it put me on edge.
Still, the woman on the other end of the call was nice, so I didn’t hang up yet. I wanted to listen and see what she had to say.
It turns out she was selling advertising for a local community magazine. I love my community! That’s why, in addition to Impact Marketing and Design, I also run two coworking locations, one in Temecula and one in Murrieta.
But I didn’t get a chance to explain my business to her. She launched into her company’s benefits and pricing points, asking me to advertise with them.
Spoiler alert: I didn’t advertise with her. While her initial approach hooked me, the sales call went down from there.
I don’t want you to make the same mistake in your sales. Let’s talk about four common sales call mistakes, and how to avoid them.
Sales Call Mistake 1: The Bait and Switch
In this example, the salesperson did a great job of luring me in. By asking to learn more about what I do, I felt flattered, and also was curious about who she was and how we could work together.
But it was just a tactic to get on the phone. Did it work?
Yes.
But was it worth it?
No.
When she switched the focus and hit me hard with a sales pitch, I immediately shut down.
A better way: Be clear in your approach. If you really want to learn about a company, tell them. If you’re only looking to make a sales call, don’t trick anyone.
Don’t worry if some people don’t take the bait when they recognize a sales call. Those aren’t the people who need your service or product, anyway. But with the right, clear approach, the right people will respond.
Keep reading for a more clear way to approach.
Mistake 2: Enough About You, What About Me?
The salesperson I spoke with didn’t ask me any questions, even though she originally approached me to say she wanted to learn about my company.
She just jumped right in with her service and told me I should use it.
Here’s the problem: without asking questions, she didn’t know what I need. One of her key selling points was that her company’s readership was affluent. If she had asked me who my ideal audience was, she would know I provide affordable coworking options. Affluent is great, but that’s not necessarily who I need to be targeting.
A Better Way: Learn about the company you’re approaching. If you’re making your first contact by email, research them and make a guess about what they need. Show them you get their problems.
If they’ve given you the gift of a phone call, you should make that call about them. Ask questions. Don’t assume you know what they need. Ask them. Ask what their problems are, who their ideal client is, how they grow their business, the amount of their average sale, etc.
Then, and only then, will you know how to help them.
Sales Call Mistake 3: The Solution Shot Put
When I spoke to the salesperson, she very quickly told me I should advertise with their magazine, and presented me with options.
Look back at Mistake 2: she didn’t ask me enough to even know what solution I would need. So how could she present me with options?
This is a common sales call mistake, and it’s understandable. We want the sale! But a sale that doesn’t actually improve the lives or the business of our clients is wasteful. Without improvement, those clients won’t be back.
And not only that, it’s lacking in integrity to offer a solution that won’t even make a difference.
A Better Approach: Listen carefully to your client’s problems. If, and only if, your product or service will be helpful, work with the client to find a way for them to easily see you as the solution. Help them see the benefits of your product or service. Help them imagine themselves improving as a result of working with you.
Make it easy to access your solution.
Mistake 4: In It to Win It
Sometimes, salespeople ignore all the signs that a client just isn’t the right fit. This is harmful to your reputation and to your sales.
Step away from the mentality that you have to get each and every sale. This mindset only makes you look, and act, greedy. It stops you from listening to your client, and it stops you from caring. It definitely leads you to make sales call mistakes one through three.
A Better Approach: Instead, be in the business of finding the best solution for clients. And be ready to walk away if your company can’t provide that best solution.
Don’t stick with a relationship just to get a sale. Know when to walk away. You’ll not only be of better service to the clients you do sign on, you’ll spend your own time and energy in the right places.
At Impact Marketing and Design, we don’t start with the HERE IS WHAT I HAVE FOR YOU! We start by finding out who you are and what you need. We care about your goals — whether that’s increasing sales, increasing exposure, or something else — and if we’re the right fit, we’ll bend over backwards to help you reach them.
Give us a call at (888) 441-1233, or contact us online for a free consultation.
