Believe in them at your peril.
- Why it's a myth: Some prospects don't have a budget or don't have enough use for your product to justify the cost.
- Why it's dangerous: You can end up pursuing fictional opportunities that don't have much possibility of panning out.
- What's the truth: The first step in sales it to eliminate prospects that don't have the money or interest to become actually customers.
- The myth corrected: "Every fully qualified prospect is a potential customer."
- Why it's a myth: If a prospect is being difficult or throwing all sorts of objections in your path, it could very well indicate (surprise!) an unwillingness to buy.
- Why it's dangerous: You can spend so much time overcoming obstacles that you ignore the possibility of an easier sale elsewhere.
- What's the real truth: Sales opportunities are like buses; another one comes along in a 15 minutes. So don't obsess on any one deal.
- The myth corrected: "If you hear 'no' often enough, 'no' really does mean 'no'."
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- Why it's a myth: There is no perfect sales rep or sale pitch and, in today's business world, selling has become more highly specialized.
- Why it's dangerous: It leads companies to hire sales reps who lack the business acumen required to sell into that market.
- What's the real truth: Top sales reps are experts in their industry as well as the industries of their chief customers.
- The myth corrected: "A good sales rep focuses on high-gain opportunities."
- Why it's a myth: Sometimes customers have very strange and silly ideas about what to do and what to buy.
- Why it's dangerous: If you cater to the whims of foolish customers, you'll screw them up worse than they already are.
- What's the real 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.
- The myth corrected: "The customer only thinks he's always right."
- Why it's a myth: Customers have other spending priorities that may be more important than the priority to buy your offering.
- Why it's dangerous: If you sell prospects offering they don't need in order to increase the booking, you're running a con.
- What's the real truth: You should be invested in the long-term financial health of your customer, not just trying to make a quick buck.
- The myth corrected: "Don't let customers buy things they don't need."
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