Here’s a checklist of nine behaviors that contribute to losing customers:
- Starting a phone conversation by talking about what you’re selling. It doesn’t make any difference that the person you’re calling doesn’t have any idea who you are or the company you represent, or why you’re making the call. You just charge ahead. This will be almost 100% successful in getting the prospect to hang up.
- Never taking time to cultivate prospects. You assume if prospects aren’t smart enough to figure out the value your solutions can bring them or how your knowledge and experience can benefit them after talking to you for a few minutes or getting a letter in the mail, you shouldn’t bother trying to share your ideas and expertise with them.
- Never asking questions. When you’re in front of a customer, use every minute to do as much talking as you can. You don’t take the time to ask questions or get the customer involved in the conversation at all.
- Never listening to what the prospect is saying. You’re there to make a sale, so don’t be distracted when the prospect starts talking about issues or problems. You stay on track and always try to being the conversation back around to getting the order.
- Always assuming that the prospect is looking for the lowest price. Have at least a three-tiered pricing schedule in your briefcase. You’re ready to lower the price when prospects tell you they’re not interested. A few days later call you back with a new, lower, “manager approved” price.
- Not trying to figure out a prospect’s problems. You don’t want to get bogged down in the prospect’s issues. This will only deflect attention from your presentation. You’re there on a mission and don’t let anything distract you.
- Forgetting about small accounts. You’re only interested in getting the big fish in your boat. So you put all your time and effort into going after the big ones. You feel small customers are too much bother, and it’s not a good use of your time servicing them.
- Not following up after making the sale. You believe follow-up is for customer service. So you keep going forward, not letting yourself look back. You ask: How can I be expected to meet my quota if I’m servicing accounts?
- Ignoring the prospect’s buying process. You feel getting on the prospect’s wavelength is for inexperienced salespeople, not pros. So you don’t present yourself as a “consultative salesperson” or someone who wants to understand how the customer thinks.
