Episode 050 - 3 Biggest Selling Myths

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Your Enquiry-to-Sale Conversion with The Lead Flow You Already
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We're going to be talking about three massive myths that
traditional sales trainers still want you to believe. When it
comes to sales, there are so many different approaches to take.
In fact, last time I checked, if you search for ‘sales training’
on Google, there are 150 million results to choose from. The
options certainly aren’t scarce.


Given that there are 172 million opinions out there on how you
should sell, I'm going to share with you what I believe to be the
three biggest myths out there in sales, and what I recommend you
do instead. I reckon I've made more mistakes in sales than
anybody else, which hopefully qualifies me to help other people.
Trust me, amongst all these mistakes, I've compiled a very long
list of things that simply don't work.


Myth number one: you need to close hard. This is an interesting
one and it's certainly open to interpretation. Allow me to give
you some definitions. If ‘closing hard’ means convincing somebody
to do something against their will, we are talking about the
number one reason that salespeople get such a bad reputation.


In this situation, it's a total myth for a couple of reasons.
One, somebody who is convinced against their will, will more
often than not become a problematic customer. So if you're having
to drag them kicking and screaming over the line to do business
with you, it’s not going to end well.


I know enough about selling to be able to convince somebody to
come and do business with me; but if they are not the right fit,
you probably shouldn't accept that person as a client in the
first place. They may never want to subject anyone they know or
care about to the same experience, which means that they'll never
refer business to you, and that’s not a good thing.


However, if closing hard simply means doing everything you can to
dissolve the barriers that stand between a willing buyer, and
being able to assist them in finding a solution, I’m cool with
that.


Myth number two: salespeople need to become better closers. I
don't agree with this, and here's why. Saying that someone needs
to get better at inadvertent commercial closing, implies that the
ID portion of the sales conversation that precedes is not as
important. It's only the end that matters.


In my experience, nothing can be further from the truth. Securing
a commitment is obviously important, and you need to have
language for that. But you shouldn't do so at the expense of all
other criteria. If you don’t create a trusting environment, you
can try to close them as hard as you like, but you aren’t going
to achieve much at all.


On the other hand, you can set the relationship upfront by
connecting with the client, asking well-planned, strategic
questions, and making a well-thought-out offer that's actually
relevant to your potential client. Obviously, there are going to
be some people that don't agree with me on this and that's
alright. But it's based on my own actual experience, not just
theory.


If a sales team is having problems at the end of a sales
conversation, it's almost always because something was missed
upstream in the conversation. How much further upstream? Probably
within the first 30% of the conversation.


Myth number three: great salespeople are born, not made. To be
good at sales, you simply need to want to be good at sales. Where
there's intention and motivation, there's also a good chance of
success. People who aren't motivated to sell, won't sell, simple
as that.


With the right process, if you can provide them with the right
framework and phraseology, you can get almost anyone selling
consistently. Will they be a superstar? Well, maybe not. But can
you get consistent results? In my experience, absolutely.


To DOUBLE your lead-to-sale CONVERSION with the leads you already
have, go to http://JohnBlakeAudio.com for his
exclusive, free, no-fluff, audio training and companion PDF
guide.


Inside you’ll get word-for-word email followup templates, phone
scripts, and more that you can put to use today.