What is the Biggest Mistake Sales People Make?

I was asked at a networking event what is the most common mistake that sales people make?  That's an easy question to answer.  Most sales people don't follow any kind of framework or system.

Traffic Analogy

The lack of a sales framework or system is like driving to a destination without a map in a city that you don't know very well.  You may know generally where you are going such as "towards downtown," but you may not know when to go left or right.  You may drive in circles.  You may run into traffic or streets closed for construction.  You may get low on gas.  It takes much longer than it needs to and ultimately, you may never find your destination.

Having a sales framework or system is like driving with a GPS navigation system.  You know exactly how you are going to get where you are going and you know just about how long it will take.  It is easier to avoid traffic and streets closed for construction.  And if you should miss a turn, the navigation system will quickly reroute you and get you back on course.

Example

One of the biggest problems that sales people encounter by not following a system is "premature solution."  If a salesperson begins talking about solutions (i.e., products or services) to a prospect before they fully understand

• the scope of issues and opportunities their prospect may have
• the resources available to the prospect
• and their criteria and process for making a decision

then they suffer from "premature solution."

Symptoms of premature solution include:

• you have had one appointment with the prospect, but you can't get a follow up appointment scheduled
• after you have told them everything about your products or services, the prospect is not very forthcoming with the information you need to prepare a proposal
• their first response is that your solution is too expensive
• after giving the client a proposal they won't call you back
• they keep telling you they are almost ready to do something but won't move forward

The cure for premature solution is to develop a framework for conducting intelligent, productive conversations with prospects about their situation rather than "product demonstration" conversations.

Creating a framework or system for yourself can also cure or cut down on a lot of other issues that are preventing you from developing more business. 

How have mapping out your process improved your sales?

Photo on flicr by twenty questions