How to avoid sales bloopers

Have you ever walked into a new or existing customer's office thinking you had a great pitch, only to find you had swiftly inserted foot in mouth?

Chances are that most sales people have encountered a guffaw in their day. The key is to learn from the mistake—and make sure it doesn't happen again.

Dan Seidman, speaker, coach and author of "The Death of 20th Century Selling," contends that when salespeople make a mistake they are often using older strategies. How does he know? Well, for starters, he's committed bloopers himself. (See sidebar.)

Guidelines for Sales pros

1. Don't behave like every other salesperson out there. "Be distinct because there's always someone else waiting in line to take your place and the customer's business."
2. Be a systems evangelist. "Businesses have systems for everything—marketing, finance, operations—but the most-ignored system is sales."
3. Don't overlook the obvious. "I worked with a financial planner who was proud that he never used the "I" word (insurance). He was referred to a wealthy couple to help with their financial planning. He came armed with forms and asked them to do their homework putting their financials in order before the meeting. When he met with them, they told him that while filling out the forms he asked them to, they realized they didn't have enough insurance. So, not knowing that he offered insurance, they purchased more from another agent."

Navigating the economic bumps

Sales charts can often resemble roller coasters. So what do you do when times are tough? The answer is to increase the closing ratio of your salespeople, managers and executives who sell by using better techniques and better-qualified prospects.

When the economy is down, it's time to invest in your sales team. "They are the lifeblood of your business," he says. Give them a boost, give them expert advice, and give them a system to work with. Your smartest move—right now—is to upgrade the skills of your existing sales team," Seidman says. You'll see results in your bottom line.

Be careful not to unload your veterans in an attempt to lower expenses because those veterans may be out selling for the competition because of the relationships they've built with your clients over the years.

Here are some other considerations:

• Be mindful of people's time. If they say they're busy, ask when would be a convenient time to talk.
• Don't just say you'd like to introduce yourself, tell customers why.
• Qualify your prospects for what you sell before calling.
• Understand who makes the buying decisions and make sure you're pitching the decision-maker.
• References and testimonials can give you and your company credibility with a client and help alleviate their concerns about buying from you.
• Be informed. If you want to be interesting to a prospect, read the Wall Street Journal before your calls.
• Understand your prospects' personality and how to communicate with that type of personality. One sales approach does not fit all.
• Follow proper sales etiquette—be on time, dress appropriately, confirm appointments and be prepared to answer questions. e