5 Myths Of Sales

Sales & Marketing

Brian Blomgren

August 19, 2008

Over the course of the last fifteen years, I've seen the same beliefs develop in companies – especially technology companies – that limit their success in sales. I know this is true because I was one of those people, and I have had to train myself to think differently about sales. My background is in engineering, so I have a very logical approach to solving problems. Additionally, because my personality is more reserved, I used to avoid sales positions. Now I realize that sales is more about serving someone else's needs and can be extremely rewarding as you help others be more successful. Here are just a few of the prevalent sales myths that still exist:

1. My great product will sell itself

Do not be a product pusher – be a problem solver. Find out what problem you are solving first. Great products fulfill a need, and the sales process should expose and highlight that need. Even though you know you have a product that fulfills a need, your prospect may not be aware of it yet. Focus on a sales strategy that makes your target market aware of the benefits of your product.

2. If only I were a sales person

In sales, when you focus on your prospect's needs, it takes a majority of the pressure off of you. If you have a wonderful product or service that helps people, then you owe it to them to invite them to buy. Additionally, sales people become skilled at what they do because they practice. Write out the communication that you want to have in scripts. Your body language and tone communicate more than the words you use.

3. I don't have a sales personality

In today's world, people care less about you and more about themselves and how you make them feel. Showing an interest in what your prospect really thinks and feels is a lot more effective than wowing them with your personality. The old sales stereotypes have created the fear of being the "pushy" salesmen, so often people do not ask for the sale. Do not let this out-of-date image keep you from sales success.

4. Closing the deal is just an art

There is a logical sequence of mini-agreements that your prospect accepts before the close of sale. Deciding who is involved in the decision making process, when the decision will be made, what needs will be resolved, and an estimated budget are just a few of the most common "mini-agreements."  You will find that these mini-agreements will be the same across the board. Once learned, your process can be duplicated and used as a training tool.

5. I can convince you of my product's benefits
Whatever the prospect says is true, and whatever you say is suspicious. Ask questions that have the prospect express the benefits in his/her own words. You must allow the prospect to convince themselves of the value of your product or service. When someone uses his/her own words to describe what they understand, they are more likely to remember this understanding versus what he/she is told or shown.

Summary
If you are experiencing frustration in sales, you may be your own worst enemy. If you can get past the myths and learn the principles of a successful sales program, your organization will begin to experience the growth needed to excel in today's economy.

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Brian Blomgren is the owner of Atlanta's ActionCOACH, a business coaching and training company. Brian's professional experience includes work with McKesson and HBO in addition to owning and investing in several independent business ventures. Brian has an undergraduate degree in Industrial Engineering from Georgia Tech and an MBA from Emory's Goizueta School of Business. Brian specializes is helping small and mid-sized businesses become more productive and successful.

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