Insufficient Knowledge of the Industry and Competition
Buyers are not going to buy a product from someone who doesn’t know enough about the industry to position the right product or service. Not knowing the state of the industry into which you try to sell is tantamount to saying that you really don’t care enough about the buyer to learn about their company, let alone their needs.
Another major complaint that comes out of sales meetings is that the rep used so much industry jargon that it was hard to figure out what he or she was saying. A confused buyer isn’t going to be confident in a purchase decision, even if it is in their best interests. Leave the jargon behind and focus on using clear, down to Earth language that shows the advantage of your product in real world situations.
Not Answering the Tough Questions
Buyers ask tough questions. You need to be prepared to answer them. The worst thing that you can do is answer a question with something that you are unsure of. Even an, “I don’t know, I’ll find out and get back to you immediately,” is better than a lie or half truth. Buyers recognize when you try to steer a conversation away from the tough question, so if you can’t answer it, be upfront and get the information to the buyer as soon as possible.
Not Selling the Benefits of Working with You
Even if you offer a great product that the buyer is excited about, you still might not get the sale. Buyers have several options. As a sales rep, your job is not only to sell your product, but to sell yourself as the best person to provide it.