How Not to Sell

The sales process isn’t complicated, but many salespeople make it so.

Professional selling always comes down to the relationship between two people – the salesperson and the prospect. Often, it’s salespeople, not prospects, who undermine this relationship. In fact, maladroit salespeople can find dozens of ways to mess up their sales, but salespeople don't need to work in fear. 

Actually, the sales process isn’t that complicated, though salespeople can turn it into a labyrinth with a million dead-ends. To avoid the pitfalls, set a straightforward path by knowing your field and focusing on your buyers.

Salespeople should reach out to a variety of people, not only their peers.  

Selling to people who aren’t like you can be tough, but if you confine your sales efforts only to your peers, you won’t make much money.

To develop profitable relationships with people who differ from you, become a chameleon and adapt yourself to them and their concerns. Many salespeople can’t make this adjustment, but you can if you think of it as turning your attention totally to your clients, even those you may ...