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Guest post by: Neil Mahoney Become an Author

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A. Failure to discriminate among various types of prospects -- those in different businesses or markets -- is one serious defect of one-size-fits-all sales Pitches. It often means that salespeople will neglect to distinguish differences in the Wants & Needs of different markets or market segments.

This is exacerbated by today's emphasis on the "elevator pitch," and with salespeople becoming too comfortable with their sales story.

You don't sell products or services, you sell people.

1. Different prospects have different wants and needs. Learn them by asking questions. Once learned, the presentation should be tailored accordingly.

2. Prospects are often hearing the message for the first time, so it should be presented fully and correctly -- and in a way that best suits their personality

B. Aside from failing to appeal each prospect's differing wants and needs, is the failure to appreciate or understand that different people have different social styles.

This is commonly caused by another of the "9 Deadly Sins in Sales & Marketing" -- salespeople who think that they're the Star of the Show and not the Stage Manager. (But that's a different subject and it will be discussed in the next installment.)

No salesperson is properly trained to sell until he or she is well versed in the principles behind the Myers-Briggs process which teaches people how to better understand themselves -- and the people they deal with -- thus creating a more-positive relationship.

You can Google "Myers-Briggs" to learn the types of Social-Style testing they offer. You'll find that each of your salespeople will fall into one of four categories:

1. Driver

2. Analytical

3. Expressive

4. Amiable

All their customers and prospects will too.

Our next installment will discuss another Deadly Sin: "How salespeople misperceive their proper roles."

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