In fact, on last count (like just then) when you type the term “sales training” into google
you are blessed with 28,800,000 results, which is about a million up
on the last time I checked.
So you’re definitely not starved for choice…
So given that there are theoretically 28 million opinions out there on
how you should sell, in this article I am going share 3 myths that I believe are
being perpetuated about selling and what I recommend you do instead.
These are things that I have realised through hard work. Through trying things that
have worked and trying things that do not work. Your experience may be different
and that is totally cool. All I am sharing with you here is what I have personally
experienced over 28 years in sales, sales management and sales coaching and
Ok got that bit out of the way…
MYTH 1 : You need to Close Hard
This is an interesting one and is certainly open to interpretation and will vary in
context so allow me to use some definitions…
If “closing hard” means convincing someone to do something against their will,
what we are talking about is the number 1 reason why sales people get such a
In this situation it’s a total myth for a couple of key reasons…
1.Someone “con” – vinced against their will, will more often than not become
the customer from hell.
2.Someone who is “closed hard” and has a negative experience with you will
almost never subject anyone else they know (and care about) to the same experience.
(ie they will NEVER refer business to you)
If closing hard simply means doing everything you can to dissolve blockages or
barriers that stand between a willing buyer and being able to help them with the solution
your product or service provides, then that is ok – although I would replace “closing
hard” with “working hard” to help a buyer.
MYTH 2 : Sales people need to become better “closers”
I don’t agree with this and here’s why?
What’s implied when you say that someone needs to get better at closing is that
the 80% of the sales conversation that proceeds the end is unimportant and that
it’s really only the end that matters.
In my experience, nothing could be further from the truth…
Sure, securing a commitment IS important but not to the exclusion
of all other criteria.
Unless you create an environment where you have created trust and shown that
you actually care enough about THEM, in my experience you can close as hard
as you like but you aren’t going to achieve much at all.
If you can on the other hand, set the relationship up right by connecting, asking well
planned and strategic questions then making a well thought out offer that
is RELEVANT to your potential client, then the end bit or securing the business
becomes relatively easy.
Again, not everyone agrees with me on this but in my experience, this is what works.
It’s how I design my own and my client’s sales processes and it continues too produce
results especially in today’s sales climate where people can smell the “contrived close”
coming from miles away.
MYTH 3 : Great sales people are born not made
This is also inaccurate in my opinion – why ?
Well before I get into why I will say this, to be good at sales, like anything you have
to WANT to be good at sales. Try to teach someone to be good at sales who doesn’t
want to be good at sales is like teaching pig to sing. Pigs are really bad singers and
it annoys the pig.
My point is people who aren’t motivated to learn to sell won’t do well.
But with the right attitude and the right sales process framework and phraseology you can get
almost anyone up to speed on how to sell consistently.
If you want to find out more about best practice as it relates specifically to your industry,
come and check out the event I’m running with Ron Gibson next month. You can see all the details here