Top 3: Reasons Why Salespeople Lose Deals

As mentioned in my last article, Sales is tough! One of the primary reasons is based around the fact that you often have to endure a ton of rejection in pursuit of that ‘Yes’.

Below, I have shared 3 key reasons why I typically see salespeople lose that all-important deal they have been working to close.

1: Desperation 

End of month is coming, you need to hit your number and it all rides on 1 deal you have yet to close. For many, they hit a point of desperation where they’re willing to do everything and anything it takes to get the deal over the line. This includes negating their negotiation savvy along with all sense of logic to simply win at all costs. Often, this sense of desperation comes across to the customer and based on customer sentiments I have heard in the past, there is nothing worse than a desperate and pushy salesperson.

Remember to ‘control the controllables’ and stay true to your sales process and ethos. You’re better off taking the time to win the long game opposed to burning bridges en route to an attempted quick win.

2: Lack of Value

Would you buy something that you didn’t feel you needed or that didn’t solve a problem for you or your business? Neither would I. 

There are still many salespeople out there that sell based on how impressed they are with their own proposition. They connect with customers and solely focus on the features and benefits their solution offers without any consideration for addressing business challenges.

I often encourage salespeople, not to sell, but to solve problems and address organisational challenges.

Through this approach, you’re delivering value to an organisation opposed to attempting to force a proposition that the customer doesn’t feel moves the needle for them.

3: No Control

One of the benefits of a sales process is that it keeps you honest and ensures you have addressed the key elements required to close a transaction. 

When salespeople get entrenched in a deal, very often, they can get taken along a journey by the customer which leads them to produce quotes and proposals before the time has been taken to conduct a full discovery process. The excitement of feeling like you’re honing in on a deal can leave you void of understanding the customer’s decision making criteria and process - 2 key requirements to ensure you unpick any potential roadblocks prior to closing a deal.

I have personally been culpable of this, only at the last hurdle to find out the customer had an extensive procurement process which meant the deal got pushed out by several months when I had forecasted it close that said week.

Ultimately, the point here is to ensure you’re in control of the transaction and you have a comprehensive understanding of the customer you’re interacting with. Take the time to understand what they’re trying to achieve and why along with getting to know their buying criteria and process inside out. This helps you to retain control while being able to demonstrate credibility in front of your customer.

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Disclaimer: All views expressed on this article are my own and do not represent the opinions or views of my current employer or any entity whatsoever with which I have been, am now, or will be affiliated. This post is for informational purposes only and any advice should be followed at the reader's own discretion.

©2019 by Alex Alleyne

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