There are so many sales professionals and trainers today still uses sales techniques that date back to the turn of the century. Yes, this is really a sad reality. Old sales techniques in the modern market are simply obsolete, but many continue to practice them. Thus, here are the five old-school sales techniques you must avoid in today’s selling market, regardless of your industry:
1. Focusing first on persuasion
The ability to persuade people is one of the most important skills and talent of a salesperson, but the common problem is many salespeople focus too much on it without first qualifying the right clients. This often happens when you simply jump in pitching your product without asking qualifying questions. Thus, many hours and energy are wasted. If you put so much focus on persuasion, it's hard for you to identify who the right and wrong prospects are.
2. Obvious Smooth Talking
There are tons of salespeople try to sound very polished and smooth when they are talking to their prospects. But the truth is, do you think your clients want a smooth talker? No, they look for transparency and sincerity. So, salespeople should instead start being real with their prospects. Instead of smooth talking, talk to them as if you are talking to your friends. Be confident but most importantly, be genuine.
3. Focusing on relationship rather than selling the solution
Many sales professionals are leveraging on good relationships with clients to sell. Nonetheless, in today's competitive market, building relationship is now secondary. Rather than focusing on building a relationship, focus more on addressing your client's pain points and how your product or service can solve those paint points. This is what we call, solution selling.
4. Sending a standardized proposal for all the prospects
Sending a standardized proposal or size fits all is not that effective anymore. This is one of the most outdated sales techniques you don't want to use in this modern and more competitive market. Customize your proposal according to your client's profile and specific needs. Highlight the best product attributes that you think best fits your prospect. Also, to minimize the pitfall, only send a proposal to fully qualified prospects.
5. Using cash as a sales reward
If you are a sales manager and providing cash as a reward, you are kicking it old school. What's wrong in giving cash? Aren't people working to earn cash? Well, the main reason is that, if you are giving a monthly incentive or reward for a job well done like hitting their sales target and you are giving cash, salespeople think that it is part of their salary. This makes your rewarding ineffective. Rather than giving cash, give them non-cash rewards like gift certificates. GCs are more memorable than cash and of course, they will not think that it is part of their salary but rather a reward.