Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.

6. Asking “what will it take to get your business?” THE worst question in sales. Will ALWAYS lead to lies, lower price points, and a loss of respect from buyer to salesman. Flawless: I’d like a brief opportunity to share with you why some of our customers bought from us because we were NOT the lowest price.

7. Assuming the prospect hasn’t heard this crap. – It is likely that the prospect has a preconceived notion about your company, your product, or both. You may want to change this before you start. Flawless: Make them ask for a demo or a sales pitch. Flawless: Ask “what’s been your experience with _______ so far?” or “How would you describe my product to me?”
8. Assuming the prospect hasn’t made up his or her mind – Your reputation may have preceded you, or your prospect may have already decided to buy from someone else – OR – your prospect may have already decided to buy from you, and is using your sales presentation to “conform” rather than “decide.” Flawless: Make friends as fast as you can before you start. Ask a few questions about where they are on the decision making scale.
9. Adding nothing of interest or value to the prospect when making a follow-up call. Follow-up calls are loosely defined as “checking on your money.” “Did you make a decision yet?” – “yeah pal – we picked you, but we weren’t gonna tell you.” Hello! Flawless: After the proposal or presentation is the best time to create, shine and be memorable. Think of information of value to the prospect, not just questions about how to fill your wallet.

And here are THE BIG THREE:
10. Trying to overcome objections with your words rather than customer testimonials. An objection is a statement that says, “you haven’t sold me yet but I’m interested” Flawless: Use testimonials to overcome objections. This is a complex process, but the most (only) powerful way to put the doubt of the prospect to rest. NOTE: if you are forced to use your words, ask compelling (not sharp angle old-world-sales-type) questions rather than make statements.
11. Making a verbal agreement for the next step of the sales cycle – The most fallen-into sales trap is agreeing to let the prospect “get back to you with an answer” Letting the prospect call you (aka: giving away control of the selling process) – “I’ll get back to you tomorrow,” is the biggest lie told to you by a prospect besides. “I can get it someplace else cheaper.”

Flawless: Make a firm appointment for a follow up call — make your prospect write it in his or her day planner — YOU make the call at the appointed time — fax a reminder with something of value (an article about employee productivity or something
12. And the worst of them all: Giving the price before someone asks for it – The biggest buying signal in the world is “How much is it?” Most salespeople go right past it or never allow it to occur. Wanting the price is an indication of interest to buy. Flawless: don’t give a price until someone asks for it, and ask for the sale at the same time.
12.5 There is one flaw that I have found to be the most damaging to both the prospect and the salesperson – but it’s not an outside flaw – it’s an inside flaw. Thinking you are smarter than the prospect. Condescending, interrupting, assumptive, crass, and impatient salespeople are the ones who lose sales and blame others. Flawless: Polite humility. Employ the Gitomer Diamond Rule of Sales and Service: Do unto customers as you would like to be done unto when you’re a customer.