Assuming you'll have more than one sales call
When you finally get time with a buyer, don't make the mistake of thinking there will be a second call. Assuming you'll get more time later leads to a bad first impression and a messy and unfocused sales call. Always assume the first call is all you will get, and make sure your message is to the point, solution focused, and clear. If you always approach selling as an ongoing "I'll clarify later" ordeal, you'll lose clients to much more focused marketers.
Assuming your company mission matters to buyers
Don't assume your company's goals or values matter one bit to buyers. Buyers aren't there to learn about your corporate philosophy, they're there to understand what problems you can solve for them. Your company mission may be great, but save that conversation for after you've closed the deal. Keep your message focused on what unique solutions you can provide.
Doug Weaver, CEO of Upstream Group, speaks to iMedia's Bethany Simpson about the biggest assumptions marketers are making to their peril, and how we should be shifting our outlook on certain beliefs.
Assuming buyers have to like you
It's a hard thing to realize, but buyers actually don't have to like you. Don't assume you're winning any points by being upbeat, friendly, and generally pleasant. Buyers will almost always choose to work with a seller who they respect, rather than one who is simply nice to talk to and friendly. While it's important to not be unpleasant and aggressive, focus your energy on trying to gain the respect of the buyer, rather than winning personal points. If buyers respect you and enjoy the solutions you are offering, they will learn to like you because you'll be solving their problems and creating valuable ROI.
Doug Weaver ends our conversation on assumptions by explaining why so many marketers make this mistake, and why it's OK not to obsess about being the most liked seller on the sales call.
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