7 Major Reasons Why Your Sales Are Suffering

We, as professional salespeople, thrive on success in our fields, right? Most of us in this noble profession have found ourselves in a “sales slump” or in a “sales plateau”. We know what these situations are, right? A “sales slump” is where we can’t even sell someone water in the middle of the desert. A “sales plateau” is where our numbers have stopped climbing (regardless of the volume) and we’re maintaining the numbers at a certain level and we aren’t able to make more sales.

Major Reason # 1: You “Versus” Them

In our line of work, we have to make sure that we focus more on our prospects rather ourselves. Our prospects are bombarded with numerous sales messages, sales presentations and solicitations. What makes you with your product or service stand out? Prospects can “smell” when all they are is a commission check to you. It comes across in your demeanor. The more likely they are to sense this from you, the less likely you’re going to make a sale.

Ask yourself these questions…

“What are their primary problems, fears, challenges, questions, needs and wants?

“Why should the prospect get my product or service?”

“How can I get my prospect to think of me as an advocate?”

Put yourself in the position where you and your prospect on the same side or team. Put their interests first and position yourself as a consultant with a solution for them rather than simply a salesperson trying to sell them something. Your job is not to sell them, but to help them buy.

Major Reason # 2: Unfavorable Timing

One of the biggest single reasons why our prospects end up buying elsewhere is timing. It may not be the best time for a conversation or a presentation, or it may not be useful at this time or it simply isn’t in the budget right now.

Most “sales gurus” would say that you didn’t do your job or didn’t build enough value. While this might be true, we’re talking about where we know that the prospect is the right customer for us. We have to consider that they didn’t wake up this morning and said, “I have to call Chris and get the widget from him if he calls up today.”

What I’m saying is that we always have to know what our “next step” is. Not only that, our prospect must also be aware of what the “next step” is and they have to be on the same page.

Major Reason #3: Lack of Follow Up

Sometimes it’s necessary to make multiple contacts to bring your prospects to the point of “closing the sale”. Don’t fall into the “one-call” guy category.

There is a difference between professionally persistent follow-up and deluding ourselves with the “maybe’s”. Don’t fool yourself by thinking that a “maybe” is actually a “yes”. You’re going to be in a situation where the prospect isn’t able to give you a firm and concrete “no” and they don’t want to hurt your feelings, or make themselves feel bad by rejecting you! The important part is to be aware of this.

Please don’t rely solely on your memory; it’s not 100% reliable. Use a system for your follow-ups. It could be something as simple as index cards in a recipe box, or a simple scheduler like Outlook, or a full blown contact and database management program like ACT! Or Goldmine.

When you tell your prospect that you’re going to follow-up and you actually do it, it creates the feeling that they are dealing with a stable consistent company and a professionally proficient individual who is going to be around for the long term.

Major Reason #4: Lack of Originality

Do you want to be the same as everyone else out there or do you prefer to stand out? You, as a sales professional, have to give your prospects a reason why they need to deal with you and your company rather than with your competitor.

Psychologically, our brains are wired to ignore or filter out information that’s similar to what we already know. We tend to pay attention to something that’s new or different.

Your core message has to be different from everything else that’s bombarding your prospects. What makes you different? Is it the pricing, the warranty, the solution, the application, ease-of-use, etc?

Most salespeople are content with going with the flow and the status quo because it makes them feel safe. This is dangerous because it causes the prospect to think, “Well this guy is the same as everyone else. I’ll make a decision on price.”

Major Reason # 5: Inconsistencies

The mark of an unsuccessful or unprofessional salesperson is inconsistencies. Your message, presentation, conversation and materials have to be consistent throughout the process. Any inconsistencies will raise red flags.

You must decide the message you want to portray and stick with that. Any mixed messages or trying to communicate too many messages at the same time will be the kiss of death for that sale.

Remember… “The confused mind does not buy.”

Major Reason # 6: Not Analyzing Data

Are you targeting the right prospects, the best ones that are a match for your product or service? When you find a niche, exhaust it!

Analyze your current prospects and your current customer list. If there is a propensity for one or two types of companies or industries that are gravitating towards your product or service, then sell all of them!

The key to successful selling is finding someone that has a need or want (whether they realize it or not) and fulfilling that need or want. Don’t spend unnecessary time, money and other resources chasing everything. Determine a clear customer profile and dig in and attack it.

Major Reason # 7: Lack of Confidence

Have confidence in yourself, your abilities, your company, your product and service. Confidence (not arrogance) is the key. It's the main difference between dismal failure and resounding success. Take a look around you at the people you work with. Who are the most successful sales professionals in your office? Is it the ones that are always second-guessing themselves, that get freaked out by customers' questions and objections? Of course not.

Confidence, to me, is defined as the belief in yourself and your ability to create the need and desire for the product you're selling.

So how do you get this magic thing called "confidence"?

You do it by preparation. Prepare your skills and your mind. Be sure of your company, product and service. Your company provides a great product at a fair price and backs it up with great service.

Train yourself in your skills. Read books, listen to audio programs and attend seminars on selling, business, motivation, and personal development. And this needs to be done on a constant and consistent basis.