1. They don’t become students of their craft.
They begin strong selling careers, and they really get into it — but then they go to sleep at the switch and forget to do things like read industry publications or new books by sales masters. They don’t go to sales seminars. They don’t listen to recordings or view videos on sales-related topics. In short, they don’t constantly reinvigorate themselves.
I am amazed by salespeople who don’t spend more than $10 a year on their own professional growth. We’re in a profession that’s changing by leaps and bounds, and we’re already into the 21st century. If you’re still selling the way you sold in the last century — you’re in trouble.
2. They don’t “narrowcast” their offering.
They don’t become specialists at a segment, or a particular type of market, or at delivering a specific type of product. They stay generalists.
Think about it. People get paid more to be medical specialists than they do to be medical generalists. The specialist has narrowcasted his offering.
The most successful salespeople master the art of narrowcasting their offerings. They become well-known specialists in selling one thing, and people come to them for that one thing, every time they need it.
3. They fail to position themselves correctly.
The way people position themselves determines how they’re seen by their prospects and customers. In short, people pay attention to people whom they perceive as having something important to say to them.