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Three Sales Tactics You Should Avoid

    
Author: Nick Goellner
Published On: Jun 8, 2022 12:00:00 PM

MC 315 Blog Image

There are three sales tactics that many salespeople use all the time that they are doing wrong. Some of these tactics—when done correctly—can be productive and lead to successful business relationships. So what are these tactics? What should you do instead? Read on. 

Tactic #1: Misusing lead capture forms

Each section of my website has a form where potential customers can reach out to us. I hate when salespeople use my lead form(s) to sell their product or service. It happens all the time and it’s repulsive and frustrating. Do people do this because it works? Does it get someone’s attention?

What should you do? This person is likely someone on my list and feels like we’d be a good prospect. But if you really think you can add value (you know my website and see a way you’d benefit me) here’s what you do: research. Find an email for a real person, reference content on the website, share why your product or service can help me, and send it: 

“I noticed that you’ve done blah blah blah, our product is a great fit for that because we can help your customer solve this problem. I’d love to talk to you.” If I got an email like that, they’re likely to get some sort of response—even if it’s a no.

Tactic #2: In-person cold calls

Jim got a text that someone from a packaging company showed up to see him. For some context, when you walk into Carr Machine & Tool, you go to an iPad, fill out a form, and the person you had an appointment with will meet you in the lobby and escort you in. Jim got a text/email saying someone was there to see him—without an appointment. He wasn’t even in the office. 

If you’re interrupting someone with a cold drop-in, it’s annoying. I have people come in and cozy up to the receptionist and say, “Oh hey, I’m here to see Nick.” Sometimes—not knowing any better—the receptionist lets me know someone is there to see me. Instead of someone I want to do business with, you become someone I want to throw out of my business. That person will never get my business.

What should you do instead? Make an appointment. Don’t imply you have an appointment with someone to get to them. Even if the receptionist knows this and is fine to grab the person, make sure it’s clear you don’t want them interrupted unless they’re willing to take the meeting. Send an email ahead of time, offer ways to help, and leave your contact information. That’s a respectful way to cold-call.

Tactic #3: Spammy LinkedIn connections

Let’s say someone reaches out to you and sends a connection request. Great. You say yes. Then, boom. 30 seconds later a pre-written, scripted sales pitch is in your inbox. Jim jokes that he starts counting after a connection request to see how long it will take for someone to spam him. He almost always gets a DM 30 seconds later (probably a LinkedIn automation tool). 

People know that it’s not authentic. There are better ways to use those tools without being spammy. Above all, do not pitch. What should you do instead? Share why you think it’s a good connection, share what you do, and ask what they do. It can be that simple. Some great relationships start that way. 

Engage with what people post on LinkedIn. Make legitimate comments on a post—it can’t just be “Great article!” People read those comments. Be careful that your responses are well-thought-out and valuable. 

For the full conversation, head over to episode #315 of the MakingChips podcast. 

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