Sometimes in Sales the obstacles we face aren’t as monumental as they seem—they’re often small, overlooked mistakes that have a big impact on our results.
The good news is that these mistakes are easy to fix, and once you do, you’ll find yourself closing more deals with less effort (and if you lead a team, share this with them – they’re likely to thank you for it!)
Here are seven common mistakes sales professionals make and how you can avoid them:
- Not Researching Your Prospects Thoroughly
You’re busy—we get it. But rushing into a call or sending an email with only a surface-level understanding of your prospect is a recipe for missed opportunities. When you don’t take the time to fully understand who you’re talking to, you risk offering solutions that don’t resonate, or worse, asking questions that reveal your lack of preparation.
The Fix:
Before reaching out, spend just a few extra minutes doing some deep-dive research. Start with their company’s website—check out recent news, press releases, or blog posts. Dive into their LinkedIn profile to see their latest activity, shared posts, or mutual connections.
Understand their role, challenges they might be facing, and what their company is currently focused on. To enhance your preparation, integrate a LinkedIn email finder to gather accurate contact information and ensure your outreach is targeted. This preparation allows you to tailor your approach, making your pitch far more relevant and engaging. When a prospect feels understood, they’re more likely to listen—and buy.
Why It Works:
Tailoring your message to the prospect’s specific situation shows that you’re not just another salesperson. You’ve done your homework, and that positions you as a trusted advisor rather than someone just pushing a product. Prospects appreciate when you’ve taken the time to understand their needs, and this builds rapport right from the start.
- Talking More Than Listening
We’re all passionate about what we’re selling, but if you’re doing most of the talking in a sales conversation, you might be talking yourself out of a sale. When you dominate the conversation, you leave little room for your prospect to express their needs, concerns, or questions. And without that input, it’s tough to align your solution with what they truly care about.
The Fix:
Shift your focus to listening. A simple rule to follow is the 70/30 rule—listen 70% of the time and talk 30%. Start by asking open-ended questions that invite your prospect to share their thoughts. Questions like, “What are the biggest challenges you’re facing right now?” or “What would success look like for you in this area?” can open the door to valuable insights. Once they’ve shared, you can then align your solution with their specific needs.
Why It Works:
Listening more than you speak allows you to uncover the real pain points your prospect is experiencing. It shows that you value their input and are genuinely interested in helping them solve their problems. This not only builds trust but also gives you the information you need to tailor your pitch to their specific needs, making your solution much more compelling.
- Not Following Up Consistently
You’ve had a great meeting or call, and you’re feeling confident. But then… nothing. It’s easy to assume the deal is dead if you don’t hear back, but more often than not, it’s just a matter of timing.
The reality is, prospects are busy, and sometimes they need a nudge to keep the conversation moving forward.
The Fix:
Make follow-up a non-negotiable part of your sales process. Right after each interaction, schedule your next follow-up. Whether it’s a quick email, a LinkedIn message, or a phone call, these touchpoints are crucial for staying top of mind.
A well-timed follow-up can reignite interest, clarify any lingering questions, and demonstrate your commitment to helping the prospect.
Why It Works:
Consistency in follow-ups shows persistence without being pushy. It keeps you on the prospect’s radar and helps them see that you’re serious about their business. Often, a well-timed follow-up is what pushes a prospect from consideration to decision, simply because you were the one who showed up when they were ready to move forward.
- Ignoring the Power of a Well-Crafted Proposal
You’ve done all the hard work—research, discovery, multiple calls—and now it’s time to present your proposal. But sending out a generic, one-size-fits-all proposal can undo all your efforts. A proposal that doesn’t speak directly to your prospect’s specific needs or highlight the value you bring is likely to be met with a lukewarm response.
The Fix:
Take the time to customize your proposals. Address the specific needs and pain points your prospect shared with you during your conversations. Use clear, concise language, and make sure to highlight the unique value your solution offers. Include case studies or testimonials that reinforce your credibility and show the tangible results you’ve delivered for others in similar situations.
Why It Works:
A tailored proposal shows that you’re not just offering a generic solution—you’re offering a solution that’s been specifically designed for them. This attention to detail not only sets you apart from competitors but also helps the prospect envision how your solution will work for them, increasing the likelihood of a positive response.
- Not Knowing Your Stuff
58% of prospects are unsatisfied with the answers salespeople give them about products. If a prospect walks away from an interaction with you feeling this way, the likelihood is that they can’t trust you as much as they’d like to in order to buy from you.
The Fix:
Make sure you’ve got a process for staying up to date with your product and its features. But don’t just stop there – make sure you’re well versed in how these products and features will help solve the problems of your typical prospects. That way you’ll be able to answer their questions with ease.
Why It Works:
Being able to answer questions for a prospect goes further than simply giving them the information they need to make a buying decision. It also feeds into how much they feel they can trust you to partner with them and help them to make the right decision to solve the problems they’re experiencing.
- Neglecting to Build Rapport
Sales isn’t just about transactions; it’s about relationships and the best salespeople look to help solve people’s problems – not simply sell to them. If you’re too focused on closing the deal without taking the time to build rapport, you risk coming across as pushy or insincere.
Like we mentioned in the above point, prospects are more likely to buy from someone they like and trust, so neglecting this aspect of the sales process can be costly.
The Fix:
Make a conscious effort to build rapport from the first interaction. Start by finding common ground—whether it’s a shared connection, interest, or experience. Use the information you gathered during your research to connect on a personal level. Show genuine interest in their business and their challenges. Remember, people buy from people, and the stronger your relationship, the more likely they are to choose you over a competitor.
Why It Works:
Building rapport creates a foundation of trust and likability, which are critical factors in any sales relationship. When a prospect feels a personal connection with you, they’re more open to your suggestions and more likely to see you as a partner in their success, rather than just another salesperson.
- Overlooking the Importance of Continuous Learning
Sales techniques and strategies are constantly evolving, and what worked a few years ago might not be as effective today. If you’re not continuously learning and improving your skills, you risk falling behind your competitors and missing out on opportunities to refine your approach.
The Fix:
Make continuous learning a priority. Attend sales training sessions, read industry blogs, listen to podcasts, and participate in webinars. Engage with your peers and share best practices. Seek feedback from your colleagues and leaders to identify areas where you can improve. By staying up-to-date with the latest trends and strategies, you’ll be better equipped to adapt to changing market conditions and improve your sales performance.
Why It Works:
Sales is a dynamic field, and those who stay curious and committed to growth are the ones who thrive. Continuous learning not only sharpens your skills but also keeps you motivated and engaged, helping you to maintain a competitive edge and consistently achieve your goals.
Ready to Start Winning More Deals?
By avoiding these common sales mistakes, you or your team will be in a stronger position to close deals and build lasting relationships with your prospects.
Remember, sales success often comes down to the small things—being prepared, listening well, following up, qualifying leads, building rapport, crafting tailored proposals, and committing to continuous learning.
Start applying these tips today, and watch your sales performance improve.
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