Seven Reasons Salespeople Don’t Close the Deal

April 20, 2018 Lucy Benton

Chances are, if you are in sales you want to exceed your quota or be your team’s top seller. Achieving that requires you not only to know how to sell, but how to anticipate the needs of your leads, and how to create value for them. Failing to learn these skills is one stumbling block on your path to the top. 

Learning from the seven mistakes below is an excellent first step to increasing your close rate and exceeding your quota on a regular basis. Who knows, after practicing the techniques outlined here you might even find yourself as the top salesperson in your team!

Reason #1: The Failure to Build Trust

Many salespeople make the mistake of rushing into the sales process. In this case, the customers often perceive the seller as too desperate to close the deal. If you are more focused on the close instead of the process, you risk making the customer feel rushed. This results in a lack of trust between the potential customer and the salesperson. 

Instead, make it clear from the very beginning that your aim is to find a perfect solution for your customer. Any product or service that you offer should make sense for the customer. This approach shows that you really care about your leads’ needs and not that you just want to “close a deal”.

Reason #2: The Failure to Create Enough Value

Any experienced salesperson knows that a customer won’t agree to buy something if there’s no value for them in the deal. Yet salespeople sometimes fail to generate enough value for the buyer and the customer may refuse the deal even if the price is right.

To avoid this mistake, you should always understand where the value for the customer is. For example, a customer looking to get quality help from financial experts may need the best time value of money or a higher ROI. An understanding of how your product or service meets these needs will help to build up the value in the customer’s eyes.

In other words, learn how to create enough contrast between the ‘before’ and ‘after’ pictures of using your service or owning your product. 

Reason #3: The Failure to Explain How a Solution Helps the Customer’s Business

Customers want to understand how a product or service benefits them. The more questions a salesperson can answer, the better. For example, a customer can ask about how the solution can help increase revenue, reduce costs, automate processes, or gain a competitive advantage. 

According to B2B Buyer Persona Research, only half of all salespeople clearly explain how their solutions help a customer’s business. Your aim is to be among those who can clearly articulate the benefits of what you are selling. 

Reason #4: A Lack of Belief in the Product or Service

Sooner or later, selling one product or service every day may become really boring. In fact, many salespeople tend to lose trust in what they’re offering to customers. These potential buyers quickly recognize the lack of belief in the salesperson and try to end the conversation as soon as possible. 

If you don’t believe in the product or service you’re offering, no one will. On the other hand, the most passionate and convinced person will close on more leads. If you’re not completely invested, then you should re-think your perception of the solution you’re selling. 

Reason #5: The Failure to Connect with a Customer on a Personal Level

According to Harvard Business Review, high-performing salespeople rank “Getting customers to emotionally connect with you” as a top strategy based on its effectiveness. Connecting with a lead on a personal level allows a more comfortable conversation and therefore more chances to close the deal.

Here are some strategies to increase the chance of connecting with a customer:

- Do not push the sell too forcefully

- Adjust to a customer’s personality

- Adjust to a customer’s communication style

Reason #6: A Lack of Real Effort to Close a Deal

Although it may be difficult to keep the enthusiasm high, push yourself to attempt to close every deal you’re working on. Don’t be disappointed when you fail. No salesperson has a 100 percent close rate and perseverance will eventually pay off.

Reason #7: The Failure to Follow Up Properly

The vast majority of salespeople prefer to follow up once or twice before moving on. Following up is an opportunity to differentiate yourself from other salespeople by showing commitment to the leads and true belief that you can help them. Your follow up should present them with new evidence of the effectiveness of your product or service and provide answers for any outstanding questions from previous conversations.

Featured Image Source: Business people shaking hands, finishing up a meeting by OPOLJA Shutterstock 


About the Author

Lucy Benton is a marketing specialist and business consultant who helps people turn their dreams into profitable businesses. She also has a <a href="">blog</a> where she shares marketing & business resources. If you’re interested in working with Lucy, you can find her on <a href="">Twitter</a>.

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