Sales training 101: 2 Lessons of what not to doPosted by Nicole CoyneOn September 23, 2020

Some people have a lot more confidence when selling their wares than others. They have a natural ability to build trust and can seamlessly, without making the situation feel awkward, convince anyone that their product or service will change their lives for the better. They have the ability to sell ice to Eskimos, is how one could classify these individuals.

Then you get the folk who completely miss the mark on sales, these people are the ones that give the gifted sales people a bad reputation. I had the unfortunate experience of meeting with someone of this ilk. The following experience will sit with me for a while, mainly to use as a check for myself of what not to do. I thought to share these two key lessons with you so you too may keep them front of mind during your prospecting.

I was contacted by a lady, let’s call her Doris who was starting a new business, she wanted to understand how I could help her. Happily I set up the discovery session date with her.  It seemed all above board and I was interested to find out more about this business and to see if we would gel in a coaching relationship. Boy was I very wrong!

The day of the meeting, Doris started telling me about her background and the new business. I asked her key questions to understand the details.  All pretty much routine and it was going well.

Then Doris asked me how I could help her. So, from what she had stated previously, I began to explain how I could assist her with business coaching. Unfortunately, it all went to custard from that point on.

Mid-sentence, Doris cut me off and started telling me how I needed to start referring work to her. Initially confused, I sat and listened to her change her approach and start “pitching” herself and and her business at me. You can imagine what was going on in my head; surprise, confusion, annoyance, shock and anger. Not good emotions to have in a sales meeting.

People buy from people, because they like and trust them. Doris’s first mistake was to initially lie to me about her needing a coach. That was never her intention from the beginning. She just wanted to meet with me so she could pitch herself. Trying to build a relationship on a lie is pointless. Selfish intentions may get you through the door for a first meeting, but unfortunately it will get you booted out just as quickly.

Be honest, be transparent. People don’t like to be lied to and they certainly don’t like to be messed around.

Building a relationship with a potential client takes time. Doris’s second mistake was her thinking that she could speed through “putting in the work of building a relationship” and get to the part of asking for business straight away. Why would anyone in their right mind, an ethical business owner, refer business to someone they do not know?

You need to put in the work, you need to earn the respect of your business community first, you need to give before you get. Jumping in with fast demands is a slippery slope to business failure.

So, hopefully these lessons have pointed out what not to do when trying to sell your products or services. Simply put, don’t be a Doris!