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It’s common for people to have misconceptions about any industry or field they haven’t directly experienced, and sales is no exception. Some people may shy away from making a career in sales, because they have preconceived notions of what working in sales is all about. If you’re considering getting into sales, it’s important to have the right information. Here we uncover 10 sales myths—and offer you some sales facts to combat them.
1. One Pitch Fits All
When it comes to sales, one pitch doesn’t fit all. Every prospect has different needs and as such, every pitch must be tailored to suit those unique needs. Positioning your message to suit your customer is critical to landing that sale. Perform your due diligence—research the customer or the market so you can better understand them and communicates in a way that addresses their interests and concerns.
2. Scripts are for Rookies
This is a particularly malicious sales myth. The fact is that preparation is always beneficial. Simply put, it provides the framework for your prospecting campaign. Even seasoned salespeople must practice their pitches. Writing a script will help you to anticipate any questions the customer may have, and it helps to ensure you know the key benefits of the product or service you’re selling.
3. The First Three Minutes Determine the Success of a Sale
While first impressions do count, the first three minutes is not long enough to establish if you’ve closed the deal. Everyone is different, and many customers decide to make a purchase after they’ve grown comfortable with the salesperson. Rather than focusing on any arbitrary time limit suggested by this sales myth—apply that attention to establishing a relationship with the customer by engaging them in conversation and asking them relevant questions to help you better position your pitch.
4. Sales is about Getting People to Buy Things they Don’t Want
Good salesmanship is about connecting people with things they need, not convincing them that they need something they don’t. Great salespeople become great by asking questions and seeking to understand exactly what the customer is looking for so they can provide the best solutions. That’s an important sales fact to repeat often and eagerly.
5. Salespeople Care More about Commissions than about People
This sales myth is just silly. Like anyone, salespeople hope to be successful at what they do, and the fact is you can’t be good at sales if you don’t like and care about people. Great salespeople are passionate about what they do and they love and care about their customers. Good salespeople are concerned about creating satisfied customers—those are the customers who keep coming back.
6. Salespeople are Born, Not Made
With anything in life, commitment and training are key ingredients to becoming successful. While many of your personal traits will prove beneficial to your sales career, training, practice, and ambition are what will ultimately decide your success as a salesperson. In fact, great salespeople pride themselves on maintaining a student mentality—a passion for lifelong learning, growth, and development. You can develop yourself and your skills by using free online resources such as blogs or watching TED talks. Check out two Cydcor blogs in particular: “How to be a Successful Salesperson” and “How to Write a Winning Elevator Pitch.”
7. Salespeople are Only out for Themselves
Salespeople are certainly not out for themselves. Great salespeople are working to build a business and add value to their organization, not just to make a sale. They’re interested in being as efficient and effective as possible to achieve their goals. They know that the success of others doesn’t take away from their own chances for success so they’re happy to share what they know and see others reach their goals. This is one of the more damaging sales myths out there—those who walk this walk quickly discover that it won’t take them far.
8. All Salespeople are Extroverts
It’s a common sales myth that all salespeople are outgoing and assertive. Being a successful salesperson means having the ability to make people comfortable and being a great listener—whether you’re an introvert or extrovert. Being an attentive listener is key because it allows you to hear what the customer really wants and needs. This, in turn, better positions you to address their concerns and fulfill those needs with the right products and/or services.
9. Technology Rules
Technology has advanced at a rapid rate. While it has certainly helped speed things up and improved the resources available to salespeople, there are just some things computers can’t do. True selling always comes down to having great people skills and sales skills. No matter what, face-to-face contact remains invaluable in the sales industry because people connect with other people more than they do with any other form of advertising.
10. Great Products Sell Themselves
While great products are easier to sell, they still need to be sold. It’s up to the salesperson to create awareness of the product. Customers need to understand how your product or service can fulfill their needs and where and when those needs can be met. Even a great product needs marketing and sales support.
Working in sales can feel like the career equivalent of boot camp. It puts your mental toughness and endurance to the test, but if you’re brave enough to give it your all, working in sales can transform you from a career weakling to a business powerhouse. Whether you're interested in a sales career or not, taking a job in the sales industry build critical skills that are necessary for success whether you’re a recent graduate, trying for a big promotion, a small business owner, or a top executive.
1. Knocking on Doors…Literally and Figuratively
The scariest part of a job in sales is approaching people you don’t know and asking something of them. What if they slam the door in your face? What if they get mad? What if everyone you talk to says no? But succeeding in business is all about hearing no. You have to learn to deal with rejection if you ever hope to succeed in the real world. Working in sales is the perfect training ground for building that thick skin you need to apply for a job, ask for a promotion, close the deal, or solicit new clients.
2. Becoming a Master of Improvisation
Working in sales teaches you to think on your feet. You never know exactly what the customer might throw at you, and you have to learn how to listen and adapt to their objections and concerns on the fly. Entry level sales experience teaches you to be nimble minded and improves your public speaking skills, so you can help pitch a new idea to a team, respond to a real-time public relations crisis, or scramble for options when project funding falls through.
3. Relating to Others
In order to make the sale, you have to learn how to build rapport and find common ground with people you’ve never met before. The ability to understand where others are coming from and relate to them on their level is handy in almost any work scenario. Customers prefer to do business with people they like and they tend to trust people they relate to. This skill can help you in your job search too as you meet prospective employers and try to impress hiring managers.
4. Asking the Right Questions
Great salesmen know how to find peoples’ hot button issues. Not everyone will tell you what their objection is; sometimes you have to probe a bit and do some investigating to find what’s really holding them back. Being a good detective and understanding how to do research are sales skills that are critical to overcoming roadblocks and achieving success in business.
5. Highlighting Benefits
Whether you’re selling something door to door or selling yourself on a blind date, the fact remains the same, people want products, companies, and people who will make their lives better in some way. Learning how to appeal to people’s needs and wants is a powerful tool that can help any time you need to make a case for something, whether it’s donating to a great cause, investing in your feature film, or offering you the salary of your dreams.
6. Sounding Like an Expert
The best sales people understand that people want to buy from someone who knows what they’re talking about. But as important as it is to thoroughly know your product; it isn’t really what you say that matters, but how you say it. Being confident and sounding like you know what you’re talking about is the secret to building trust and gaining consensus. Work experience in sales is the perfect way to practice sounding like an expert, even when you’re not.
7. Talking Numbers
Negotiating makes a lot of people uncomfortable. We feel like we’re being impolite when we ask people to pay for something, especially when the price is higher than they’d prefer to pay. Working in sales forces you to face that fear, and learning to stand your ground at the negotiating table can help you finally get that big pay bump, large investment, or executive title you’ve wanted.
8. Capturing and Keeping Attention
To be a good sales representative, you have to know how to turn it on when you enter a room. Entertaining your audience and telling a good story is one of the most effective ways to build rapport and get the customer on board with your message. Learning how to engage others can be invaluable for public speaking, networking, or pitching ideas.
9. Earning Trust
People are naturally suspicious of strangers, and they’re especially suspicious of salespeople. That’s what makes earning a customer’s trust such an impressive feat. It’s also a powerful tool. People buy from people they trust. Learning how to convince others to put their faith in you has limitless benefits in business and in life.
10. Setting and Achieving Goals
The life of a sales person is all about setting targets and hitting them. You learn how to dig deep, stay self-motivated, and set challenging, yet achievable goals because achieving them can often mean the difference between having a great week and struggling to pay your rent. And strategizing how to meet them is key to succeeding at almost anything.
Sure, working in sales can be tough, but as anyone who has tried their hand as a sales rep will tell you, it’s also worth it. Sales experience hones indispensable career skills that can help you get ahead and overcome challenges for years to come.
This is the ninth installment of our book reviews project designed to introduce you to books that Cydcor team members find especially valuable. This review is by Megan, Cydcor technology consultant, and is the first review she has done for us.
Title: The Tipping Point; How Little Things Can Make a Big Difference
Author: Malcolm Gladwell
Description of the book: The Tipping Point is a succinct look at that moment where a marketing campaign becomes a success. What does it take to make something viral on the web? According to Gladwell, it's very much like how a disease becomes an epidemic. All it takes is one person, a small and targeted push, to make a campaign a success.
Why should you read this? I highly recommend the Tipping Point to anyone in sales, but it's also just an incredibly enjoyable look at human nature and how we function as a society. One gets the feeling that Malcolm Gladwell is one of those people who just really enjoys diving into data and research, and he definitely brings the reader along for the ride.
My favorite part: My favorite part of the Tipping Point was his description of the 1967 small world experiment by social psychologist Stanley Milgram. Basically, Milgram distributed almost 200 letters to students in Nebraska and asked them to try to get them to a stockbroker in Boston by passing it to people that they knew and asking them to do the same.
The study found that it took an average of six people to deliver each letter. But, more interesting, of the letters that came through to the stockbroker a vast majority passed through a single person, a travelling salesman.
This illustrated one of Gladwell's points, that success of any social epidemic is dependent on a few important types of people. That salesman was one of those types of people, a connector.
We all know connectors in our lives. They are people who know large numbers of people and who are in the habit of making connections, a sort of hub in the middle of social wheels. But the reason why this resonated with me so much is that my mother is clearly one a connector, and reading the Tipping Point helped me understand why she has been so successful, and some of the struggles that she has experienced.