I have always endorsed the practice of identifying one’s strengths and focusing on that strength to make even stronger, or more prominent. Many sales professionals think it is time well-spent to isolate a particular weakness and focus on improving upon that lacking skill. I suppose there will always be two sides to that coin.
That being understood, I still feel that it makes good sense to avoid making needless mistakes, when it comes to building one’s business by working with more profitable clients.
Mistake #1: Giving Up Too Soon
It has been documented that a full 50% of so-called sales professionals quit after the first contact. An additional 25% quit after a second attempt at establishing a relationship. Once you realize that it often takes more than five contacts to gain foothold with a new account, 80% of new business will come as a result of your consistent but professional approach.
Mistake #2: Talking Too Much
Someone once suggested that good salesmanship had much to do with having “the gift-for-gab.” Personally, being a dyed-in-the-wool salesman myself, I am personally insulted with this pre-requisite. In fact, successful salesmanship has very little to do with hearing your own voice. The key, if there is such a thing, is to get the other person talking. You become the listener. The next time you hear the sound of your own voice, ask yourself, “Is it time to stop talking?”
Mistake #3: Playing to the Wrong Audience
With nearly eight billion people soon to be inhabiting our globe, I can categorize the entire bunch into just two groups. Group one consists of people I can help. Group two consists of the other kind. That’s it. Just two. Your task is to find and introduce yourself to ONLY those who you can help, and who want your help. If you spend your time, money, and effort on trying to sway the wrong audience, you are exercising poor judgment.
Mistake #4: Selling Out of Your Own Pocketbook
What I interpret as expensive, excessive, or overkill might not resemble your definition. A $5,000 vacation may sound like a lot of money to some people. To others, it amounts to “chump change.” Do not think for other people. Allow them to make their own decisions when it comes to spending their money.
Mistake #5: Not Seeing Your Client as an Annuity
It is only natural to get excited about making a $5,000 commission with a recent river cruise sale. But how would you feel with a $40,000 commission… or more? That is exactly what this river cruise sale represents over time. Seeing clients as an individual payday is a mistake. If you play your cards right, every client represents an annuity over many years to come.
If you envision every new client as a $40,000 potential, and not just a $750 commission, you will find yourself handling the relationship much differently.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio. 
