Here are 10 things companies can do that prospects and buyers really hate.
#1: Claim that no competition exists.
Competitive products and services exist in nearly every industry. Rarely does a product or service have zero competition.
#2: Claim that their product is the next big thing.
It’s great to be enthusiastic. However buyers react best to realistic claims they can believe. Expect them to be skeptical when you tell them that your new air conditioning unit will make the cows in the barn produce more milk.
#3: Talk about the high demand for their product or service.
Buyers simply don’t care about the demand for your product UNTIL they decide they need it. Even then, the demand for the product doesn’t carry much weight and will rarely influence the buyer’s decision regarding which company they’ll do business with, although it may impact how much they will buy.
#4: Push products or services that simply aren’t right for the prospect.
Companies that push products or services that aren’t needed by the prospect waste time. It’s not wise to push snow blowers on people that live in Phoenix, as an example.
#5: Correspondence that’s not addressed to a particular person.
Don’t address ANY correspondence to “owner” or “occupant.” It’s impersonal and makes your communication looks like a form letter sent off to anyone and everyone you could think of or afford to send it to. Use personalization and watch results soar.
#6: Call constantly, be demanding and don’t let up.
It makes no sense to put undue pressure on prospects. You can be reasonable, patient and understanding WITHOUT being a pushover or wasting your time. The prospect understands that the deal is important to you…you need to understand the prospect’s schedule and act accordingly.
#7: Trying to be funny and cute, instead of direct and straightforward.
With pets, cuteness can be adorable. And who doesn’t love a good comedian? For companies though cuteness and humor rarely work; in fact, it usually becomes irritating. Buyers don’t have time for that crap and, if you were any good at it, you’d most likely be on-stage instead of selling. Buyers want to know how you can help them solve their needs and/or problems and they want to know why you are the perfect company to work with. And here’s the crucial part: buyers are busy and want you to get to the point, correctly and quickly.
#8: Being deceptive when trying to gain an appointment or information.
Attract interest in your services in an honest fashion. Don’t be deceptive when trying to gain an appointment. A pet peeve of most buyers is those companies that feign interest in their services only to attempt to switch gears and pitch theirs.
#9: Displaying a superior or bad attitude.
Acting as if a prospect must give you their attention is a real turnoff to most. Believing that you are entitled to a sale is the wrong approach to take. Be polite, show proper respect and focus on the customer’s issues, not your own.
#10: Talking like a salesperson, rather than just a normal person.
Buyers aren’t impressed with your fancy jargon that you assume they understand. They don’t care about your company mission statements, the “skill sets” of your team, your “balanced scorecard” or your Six Sigma initiatives. Buyers want to know how you can help them in plain and simple English (and increasingly in Spanish). Don’t try to impress them with your Tom Hopkins inspired sales techniques, your alternate choice questioning or any other of a myriad of sales techniques. Try acting like one person trying to help and understand another. You’ll be amazed at the positives that come from such an approach.
We’re quite confident that there are more than just 10 things companies do that buyers hate. We invite you to leave a comment with your favorite things to hate as a buyer.
