I have sold most of my life. In truth, we are all salespeople. Even as toddlers, we were all selling ourselves. You remember! Those times you wanted to go out and meet with friends and you mom or dad said, “No!” I frankly think I honed some serious sales skills when I turned 15. Well, maybe it wasn’t selling as much as it was begging! Whatever I was selling to my folks – I learned a lot.
I’m a bit savvier these days and I’ve developed more “solution oriented” skills. In the end though, we all want something and try to convince or persuade someone else to help us get it. I recall way too many real-world moments when a sales interaction made me cringe, shut down, or walk away in complete frustration. Whether in media sales, retail, B2B, or services, certain habits consistently irritate the heck out of customers and ultimately, cost sales. Here are some of the most annoying habits to eliminate in the new year.
Making It All About You Vs. Them
The classic misstep in my book is from sellers who tend to launch into long, rehearsed pitches before any discovery, or completely forgetting about the customer’s needs. It doesn’t matter what’s being purchased. When customers feel unheard, they disconnect quickly. You will rarely win a sale after that encounter.
Being Overly Aggressive and Pushy
Few things turn everyone on the planet off faster than a housefly’s wing flap is a salesperson who becomes aggressive and rude. I am a firm believer that the real selling starts when a customer says, “no” but using high pressure tactics or telling me how wrong I am will eliminate the chance of creating a real, long-term business relationship. A pitch created by intimidation is a failed sale.
Overpromising to Get the Deal Done
I have detested this ever since I was in programming. This practice annoyed most every program director I ever knew. The promises made by some sellers usually surrounded a promotion that was never created, discussed, vetted, had zero value or merit, and gave away far more inventory than available. Eventually, good managers come to the rescue and help solve the problem before any PD gets arrested for assault! Tell clients what they need to hear rather than what you want them to hear.
Overly annoying follow-up: We all agree that follow-up in sales is important, but calling daily, emailing constantly, showing up unannounced at a business, or reaching out after hours annoys customers more than a middle schooler cracking gum in class. It is not in any way impressing clients. Persistence is appreciated and valuable. Pestering is not.
Selling Beyond Available Dollars
Raising your ask is an important tactic. However, when you’ve already done so and the client has clearly stated their budget and available dollars, don’t push way outside that realm. It is viewed as disrespectful and makes you appear tone-deaf. Clients expect solutions that fit their financial reality. If you don’t believe their spend will be enough to succeed, then you owe it to your client to explain it them rather than push them. Remember – it’s their world versus your world – and their world is all that matters.
Don’t Focus on Features
A long list of features rarely excites anyone. Customers of any type of business care about how a product or service will improve their life. Nothing loses interest quicker than neglecting to connect features to real-world benefits. How will you address the issues creating their greatest pain, or the goals that offer them the most gains?
Assume Nothing
I learned very early on that to assume can often make an ass of u and me. Assumption is the mother of all screw ups and often leads to bad advice. When sales reps jump to conclusions before asking questions, customers feel misread, misunderstood, or treated like just another generic prospect. It makes them feel like you haven’t done your homework. Do your research beforehand and conduct your first meeting by asking questions. Each answer should simply be a path to another question.
The “Vanishing Act”
Once a contract is signed, some salespeople disappear. They leave customers with questions and no support. Post-sale service often matters more than the sale itself. Stay in touch with your customers. The goal is to build a relationship, and you can’t do that if you disappear.
Talking Techie or Using Media Jargon
Customers can tell when a salesperson is reciting a script or trying to impress with industry jargon. It is anything but authentic. Speak their language rather than your own. Clear, concise language builds stronger connections. Be interested in their story versus how much you know. You are there to find out all you can about them, not tell them all about yourself.
Being Late, Unprepared, or Taking Longer Than Promised
Respect their time. Leave early enough to be there at the agreed upon time. Do your homework and don’t ask them questions you should have researched in advance. Finally, don’t tell them it will be a quick 10-minute meeting and then keep them for 30 minutes. That all shows a lack of respect and professionalism. Time is money for you and them.
Closing Comments
We sometimes focus on the things a good seller should do and neglect to address those things that annoy potential clients. These poor habits have the same underlying issue; they make customers feel unheard and manipulated. The most successful salespeople don’t win by talking more, pushing harder, or promising more…they win by building confidence.
When the engagement and experience feel good, people buy. When it becomes annoying, they don’t.
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
