Sales Communication: Three Errors You Don't Want to Make

As a salesperson, your first job is to match up the customer with the right product, or to determine the prospect is not right for any of your products. Then you need to close the sale with the customer. Here are some major errors novice salespeople make. 1. Don't focus on the features (such as the product's size, ability to do it X times faster, or array of buttons). Instead, focus on the customer's needs, such as a need for ease of use, rapid delivery time, or ability to fit into a tiny space. You will only find out the needs if you ask well-chosen questions, such as "What type of features are you searching for?" When getting to know the customer, immediately start asking him or her questions, which gets the customer involved and focused on the conversation. This is especially crucial with telephone conversations, because the customer may be doing computer work (or other things) without you being aware of it. Asking questions lets you know whether there is a potential fit between the product and customer. 2. Don't talk too long at one time. Always keep involving the customer. In a recent sales telephone call made to me by a nervous and inexperienced salesperson, the person spoke for over 30 minutes. As I was not in a rush, was doing something else while she spoke and was curious as to how she was going to handle this sales call, I patiently listened. However, 99.9% of the time, the customer would have hung up long before that point. 3. Don't speak spontaneously and also don't read from a script. Speaking totally spontaneously may mean a poorly chosen flow of words or a bad example. It may result in making you sound incompetent. However, reading from a script may make you sound mechanical. Few people can read with such wonderful expression that you sound spontaneous. Instead, if your company allows it, memorize the talking points or other crucial items and flow, while using your own words. This is a happy medium. Business Speech Improvement provides coaching in verbal communication skills. Visit us online to see our coaching and e-book options!