Don’t Leave Sales In Your Stocking - 3 Myths About Sales

Written by: Suzanne Ratti, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.

As we near the end of the year, it is human nature to slow down a bit. We all look forward to the holidays, and many people take time off. But, now is the home stretch to finish the year strong! In this article, we discuss the common myths about year-end sales and how to end on a high note.

Myth #1: Everyone is Waiting to Make Buying Decisions.

This is, by far, the biggest reason that salespeople take their foot off the gas at year-end. While many people do take time off, most decision-makers are trying to finalize budgets, submit forecasts, and buying decisions for the coming year are already being made behind the scenes. So, if you don’t get the sale and/or your budget allocation now, you’ll likely miss out if you wait until after the New Year!

Myth #2: Decision Makers Are On Vacation

If 2020 has taught us anything, it’s that nothing is “normal.” Vacations have been canceled or postponed, and more people are working from home. So, how many of your decision-makers are on vacation? In a ‘normal’ year, many decision-makers enjoy the extra time around the holidays to get things off their plate. This year is no exception. If you’ve been struggling to get past the gatekeeper, the end of December is a great opportunity to circumnavigate that process. After all, the gatekeeper is probably on vacation too! Bonus tip: Make a genuine appeal to the decision-maker for a few minutes of their time. Most decision-makers have worked their way up the ladder, and they’ll likely appreciate that you’re still burning the midnight oil at year-end. Take advantage of this window to reach decision-makers and find a solution to their problems. My best years of sales were due to strong closings in December!

Myth #3: Are You Solving or Selling?

Jeffrey Gitomer, the proverbial King of Sales, used to say, “No one wants to be sold, but they love to buy!” The only way to ensure your approach is genuine and authentic is to be sure you’re solving a problem. If you’re just selling something, you’re going to struggle. If you are actively looking for problems to solve, you’ll win every time. More importantly, if there is no problem to be solved by the product or service you sell, just provide value. When I realized that my prospect didn’t need my product right now, I would always look for additional opportunities to help them…even if it didn’t correlate to a sale. Maybe they need a connection to another service provider? Perhaps they need a holiday gift idea for a family member?

Probing questions will help you uncover the problems that they need to solve. By providing value, you’ll create a long-term relationship that will position you for a sale in the future.

Don’t buy into the theory that year-end selling is an uphill battle! With the right approach, you can close business, win sales, and create long-term relationships that will generate revenue long after the holidays (and 2020) are over. If you need help creating year-end strategies, you know where to go!

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Read more from Suzanne!

Suzanne Ratti, Executive Contributor Brainz Magazine

Suzanne Ratti is a Sales & Marketing Strategist, a proven performer and an entrepreneur with a passion for helping businesses revolutionize the way they deliver their products and services to their target audience. Her background in Sales and Marketing for powerhouses like Xerox and SmartCEO allows her to translate real-world experience, critical skill sets and proven results for businesses in virtually every industry and setting. Suzanne provides engaging coaching and presentations that can inspire, motivate and empower business owners, solopreneurs, and their sales teams to think differently.



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