Seven Myths That Screw Up Sales

If your sales success isn't where it ought to be, you may be operating under the weight of one or more persistent (and pernicious) myths about selling. Here they are:

• Myth #1. All qualified prospect are potential customers. Truth: Only certain prospects should and will buy. Some of them aren't... going to have a budget or can't really use your product. If so, it's time to move on.
• Myth #2. You should never take "no" for an answer. Truth: If a prospect is being difficult, and you're doing everything right, you're better off moving to the next prospect. Frankly, if your offering has value, it's their loss, not yours.
• Myth #3. Persistence always pays off. Truth: Persistence in pursuit of an unlikely or unwanted customer wastes valuable resources. There's a point where it's time to bail, even if you've already spent time and effort.
• Myth #4. A good sales rep can sell anything to anybody. Truth: A good sales reps weeds out poor prospects and focuses on high-gain opportunities. Trying to work every opportunity smacks of desperation.
• Myth #5. Customers know exactly what they need. Truth: Customers can be unclear and even wrong about their needs; it's the job of the sales rep to figure out what's needed.
• Myth #6. You should never walk away from money on the table. Truth: If you sell prospects offering they don't need in order to increase the booking, you're running a con, not acting like a sales professional.
• Myth #7: If at first you don't succeed, try, try again. Truth: If you don't succeed in finding a way to help one customer, try again... but with a different customer. There's no point in flogging a dead horse.