Everyone makes mistakes, but missteps in the selling process can have especially serious consequences. Not only do they deprive your business of revenue, but they can erode confidence in your company among members of your staff as well as potential customers. The following mistakes are particularly common among start-ups, but even the most seasoned entrepreneurs can fall victim to them. Here's how to identify them—and avoid them.
Neglecting to collect customer data. Every time you make a sale, it's an opportunity to make another sale down the road. Remember that your existing customers are your best source of revenue. But you can only tap them if you have a method for keeping track of them. Sonny Ahuja, the CEO of Grandperfumes.com, learned that the hard way. "Five years ago I had seven stores selling designer perfumes and colognes in all major malls of Wisconsin," he says. When he began losing customers to Amazon and eBay, Ahuja decided to close his stores and move his business online. But when he launched Grandperfumes.com, he had no money for online marketing. "That's when I realized that if only all my sales people had collected all the names and addresses of customers that came to my stores for the past eight years — imagine the power of that database! I could have been back in business in no time." Now, he's diligent about collecting and segmenting customer data on Grandperfumes.com.
Dig Deeper: 10 Ways to Get More Sales From Existing Customers
Relying too heavily on the Internet. So you've been exceptionally clever with your web strategy and your organic vegan dog food is at the tippity-top of the relevant search engine rankings. The stuff is practically selling itself. Good for you! Until, that is, Google gives you a nasty smack down. That's what happened to Christian Arno, founder Lingo24, an international translation company with offices in London; Aberdeen, Scotland; and New York City. "In 2006, our high Google rankings for key search terms suffered, probably because of Google changing its search algorithm," says Arno. "We suddenly dropped on Google search results for terms we'd always ranked highly for such as translation services and translation agencies. We didn't have any proactive sales strategy in place, so our revenue suffered." Since then, he's hired several outbound sales people who proactively identify potential clients. "And our Google rankings are back up too now, so we have two strong avenues for sales," says Arno.
Dig Deeper: How Google Cost Me $4 Million
Failing to qualify leads. "When I first started in sales, I was an eager beaver," recalls Jon Biedermann,
vice president of
DonorPerfect, a CRM fundraising software company in Horsham, Pennsylvania. "No lead went untouched or uncalled — I treated every opportunity as the sure fire next sale." Big mistake. Early in his career, Biedermann got a lead from a large university. He called to assess their needs, customized the software for them, and worked on personalizing the demonstration for days. "The day of the demo came, and I presented our software in front of 10 people from the university. We had everything they needed — it was perfect," he says. But when he asked about the decision-making timeframe, he was crushed. "Oh, we aren't going to switch software," they told him. "We were thinking about using this for our smaller satellite campus and we were hoping you would donate it to us."
Biedermann realized his error instantly. "In my zeal to get the sale, I completely forgot to ask the one crucial question: Do you have the authority and money to make this decision?"
Dig Deeper: How to Qualify Sales Leads
Delaying sales until your product or service is ready for primetime. There's a lot to be said for doing market research for a new product or service by trying to sell it while it's still in development. That way, you'll find out exactly what customers want before you spend time perfecting your offering in a vacuum. "Entrepreneurs should hit the streets, and talk to 'friendlies' to sell your product or service even when its still just an idea, and ask people what they are willing to pay for it," says Kyle Hawke, co-founder of Whinot, a Charlottesville, Virginia-based virtual firm of independent consultants who work on small business marketing projects. Hawke learned that lesson after spending $5,000 on web features that he says "no one cared about." He now knows that he should have tested Whinot out on low-risk clients who were willing to sign on for a discounted price – or a free trial – while he and his partners worked out the kinks. "The best way to figure out how much something is worth is to get someone to pay for it," he says.
Dig Deeper: How to Build a Bootstrapping Culture
Accepting every sale. "No" is not a popular word among entrepreneurs, especially during the start-up phase, and most especially as it pertains to sales. But maybe it should be uttered more often, because the wrong kind of sale is ultimately worse than no sale at all. "It's a big challenge as a small company to say 'No, thanks, this isn't a good fit for us, please give your money to someone else,'" says Michael Buckingham, founder of Holy Cow Creative, a Midland, Michigan, design and marketing company that works with churches and ministries. "In the beginning I said yes to everyone; financially, it felt like I had to," he says. "Next thing I knew I was involved in a project that was not good for me or the client. We pushed through it, we met our objectives but our work is about more than projects and invoices. I learned that relationships are key to sales. It's why I now turn down nearly every RFP; it's void of relationship."
Dig Deeper: Getting to No
Offloading the sales function. When Tom Greenshaw first started Cashier Live in Chicago, he wanted to focus mainly on product development and support for the web-based point of sales software that he sells to independent retailers. So he built a sales channel with affiliates and partners, hoping to offload as much of the direct sales function as possible. "This seemed to be working well and we quickly signed up a number of partners that were interested in selling Cashier Live," he says. "But those partners weren't as well versed in the software as we were." Many of them over-promised customers regarding the capabilities of the software, or dragged Greenshaw's staff into the sales process, which confused customers and ate up company time and resources. "I learned a lot from this experience, and we've since been very successful with our own sales efforts," he says today. When he tries selling through channel partners again, he'll make sure to train them thoroughly on the company's software.
Dig Deeper: Sales: When Is it Safe to Hire?
Fixating on big fish. When Scott Gerber first founded Sizzle It!, a New York City-based video production company, he admits that he "used to be obsessed with only going after home-run clients—those that had big names and huge wallets." But selling to very large companies is time consuming and often frustrating since decision-making is slow and payments even slower. Sizzle It! ultimately landed big clients like Procter & Gamble, but closing sales would sometimes take six months or more. And frequently, Gerber's staff would put months of effort into sales that never materialized. "The pursuit of these titans often put us in cash flow crunches," says Gerber. "My biggest mistake in guiding Sizzle It!'s strategy in its earlier years was not going after more base-hit clients. Now, we have an even split of clients, which has not only helped us to spread the word about our company faster, but also helped us to maintain a healthy cash flow."
Dig Deeper: How to Cold Call a Big Customer
A movement that's rewriting the rules for politics is also rewriting new rules for fashion.
Clothing is an extension of your values, a sartorial statement of who you are as an American. And while you're shouldering the rebirth of a nation's glory, why not shoulder a smart-looking blazer in the process?
While Tea Partiers respect, more than anything, the freedom to wear what they like, there are some new essentials for the man looking to "restore honor" to America… and his wardrobe. Below, a selection of the Fall essentials for the Tea Partier dressing for the profession, the polls or the protest.
Wolverine Boots
These Made In America classics are equally good for stomping through snow drifts from an November Maine Nor'easter in order to cast a vote for Tea Party gubernatorial candidate Paul LePage as they are for stomping liberal guts. Forget Wolverine's casual offerings and go straight to the work series. What is harder work than restoring honor to America?
Starting at $109
Don't Tread on Me Tee
Barring the unmistakable Gadsden flag symbol, this comfortable Don't Tread on Me t-shirt is perfect for mornings spent lounging around with a copy of the Wall Street Journal. There is no better version than that offered by the official don't tread on me outfitters. Gadsden and Culpeper's America Heritage Shoppe, Ltd. was founded after 9/11 in Albany, NY with the goal "to be America’s Official Don’t Tread on Me Outfitter by providing inspiring historical information, a wide variety of unique quality products and excellent customer service.” Made in the USA, the shirt is 100% cotton because being angry doesn't have to mean being uncomfortable. [Warning: Don't accidentally buy the "Don't Teabag On Me" t-shirt created by liberal homosexual pornography website Wankette.]
$18.99
Vintage Carhartt
Nothing identifies you as ready to do the work that America needs like Carhartt. American, rugged, durable, reliable, just like your values, Carhartt was clothing the American work ethic before Roosevelt tried to dismantle the free market and it will be clothing it after Obama fails to do the same. But don't buy your Carhartt new and rigid. Vintage is key. Shop eBay for some worn-in classic silhouettes. Vintage Carhartt jackets will turn any blue shirt and khaki combo into the uniform of a Tea Party Patriot.
Prices vary. Check eBay for latest.
Shredded Money
What better way to stand behind the belief that the Obama administration's socialized overtaking of America is making the nation's dollar worthless? Stuffed with shredded dollars from the US Federal Reserve, this handsome cigar pen is just as appropriate signing billion-dollar bailout contracts as it is singing foreclosure and Chapter 7 documents. Pair the unique pen with a set of shredded money cufflinks and you'll be fashionable declaring your feelings on the economy as you move all your holdings into gold.
Pen $15. Cufflinks $50.
Patriot Ale
Powell, Ohio's Liberty Tavern does not joke about freedom. A copy of the Boston watering hole that fueled the greatest independence movement the world would ever know, Liberty Tavern serves a special brew crafted by Sam Adams: Patriot Ale. And though they've got hummus on the menu, you have the freedom to not order it. Instead, try the "Betsy Ross Basket" (golden brown chicken tenders with fries and honey mustard) or the "Liberty Sticks" (funnel cake rods disused with cinnamon and powdered sugar… and freedom). Sorry though, you have to go to Powell for Liberty Tavern's take on the American Dream.
Entrees start around $14 Monday Special: $4.50 for 23 sweet oz. Flight prices to nearby Columbus, OH vary.
Pocket Constitution
Including the Declaration of Independence, the Bill of Rights and all amendments, even pesky ones like the 14th, this handsome pocket edition of the world's greatest document measures just 3.5" by 5".
Not only will you be armed against the tyranny of a government run amok, your smartly-bound edition will support the work of the Cato Institute, one of the world's greatest advocates of "individual liberty, free markets and peace." For globe trotters, it's also available in Arabic.
$4.95; Arabic: $6.95
USS Ronald Reagan Hat
You may not be able to command your own Nimitz-class nuclear-powered supercarrier, but you can remind everyone that one represents your will as an American citizen. In honor of his greatness, Ronald Reagan was the first ever living former President to receive the tribute of having a Naval vessel named after him. And while you may not actually physically serve alongside the sailors of the Reagan, your spirit does. Leave it outside in the rain a few times to give it the look of a hat that's actually seen military action.
$14.95
Anglo-Confederate Society Necktie
From the fine Ben Silver Collection in Charleston, this stately, cardinal red, navy blue and white-starred necktie was worn during the Civil War by British Parliament members to quietly express sympathy for the Southern cause's war against central government tyranny. What better way to protest the current socialization of American liberties than to pair your work uniform with a little fetching bit of noble history?
$95
American Flag Socks
We're all patriots underneath. Some of us are just more patriotic underneath than others. These fine socks float the American standard even if you're waiting in the customs line at Paris' Charles de Gaulle. Do you have something to declare? Oui!
$8
"Ballroom" Jeans
Nothing says I'm ready for work and relaxing like a pair of Duluth "Ballroom" Jeans. The extra crotch gusset space is perfect for carrying around the huge set of balls required to believe that Obama is a Muslim.
$34.50 / $39.50 tall
Ralph Lauren Purple Label Suit
Before Sarah Palin let her husband Todd take the stage to join her on the long journey of restoring honor to America, she got him the proper attire for such an undertaking, buying him three Ralph Lauren Purple Label suits. The Purple Label identifies this Lauren line as the ultimate expression of luxury for the modern gentlemen, no matter how throwback his politics are. While you may have no GOP coffer, you can dress like you do.
Starting around $4,000
You wouldn't believe what Abe Sauer is wearing.
robert shumake
Orlando Magic <b>News</b> for October 5th: Quentin Richardson in <b>...</b>
Today's Orlando Magic news post includes word that Quentin Richardson will start at small forward tonight when the Magic take on the Houston Rockets in preseason action. Plus, a video of Dwight Howard practicing his free throws, ...
Fox <b>News</b> Touts Another Incident of Possible Voter Fraud « The <b>...</b>
Fox News continues its drumbeat on the “rampant, largely ignored and troubling issue” of voter fraud with a story about Daytona Beach City Commissioner Derrick Henry, whose computer was allegedly “used to obtain dozens of absentee ...
Great <b>news</b>: Donald Trump hinting at presidential run « Hot Air
Great news: Donald Trump hinting at presidential run.
robert shumake
Orlando Magic <b>News</b> for October 5th: Quentin Richardson in <b>...</b>
Today's Orlando Magic news post includes word that Quentin Richardson will start at small forward tonight when the Magic take on the Houston Rockets in preseason action. Plus, a video of Dwight Howard practicing his free throws, ...
Fox <b>News</b> Touts Another Incident of Possible Voter Fraud « The <b>...</b>
Fox News continues its drumbeat on the “rampant, largely ignored and troubling issue” of voter fraud with a story about Daytona Beach City Commissioner Derrick Henry, whose computer was allegedly “used to obtain dozens of absentee ...
Great <b>news</b>: Donald Trump hinting at presidential run « Hot Air
Great news: Donald Trump hinting at presidential run.
robert shumake
Everyone makes mistakes, but missteps in the selling process can have especially serious consequences. Not only do they deprive your business of revenue, but they can erode confidence in your company among members of your staff as well as potential customers. The following mistakes are particularly common among start-ups, but even the most seasoned entrepreneurs can fall victim to them. Here's how to identify them—and avoid them.
Neglecting to collect customer data. Every time you make a sale, it's an opportunity to make another sale down the road. Remember that your existing customers are your best source of revenue. But you can only tap them if you have a method for keeping track of them. Sonny Ahuja, the CEO of Grandperfumes.com, learned that the hard way. "Five years ago I had seven stores selling designer perfumes and colognes in all major malls of Wisconsin," he says. When he began losing customers to Amazon and eBay, Ahuja decided to close his stores and move his business online. But when he launched Grandperfumes.com, he had no money for online marketing. "That's when I realized that if only all my sales people had collected all the names and addresses of customers that came to my stores for the past eight years — imagine the power of that database! I could have been back in business in no time." Now, he's diligent about collecting and segmenting customer data on Grandperfumes.com.
Dig Deeper: 10 Ways to Get More Sales From Existing Customers
Relying too heavily on the Internet. So you've been exceptionally clever with your web strategy and your organic vegan dog food is at the tippity-top of the relevant search engine rankings. The stuff is practically selling itself. Good for you! Until, that is, Google gives you a nasty smack down. That's what happened to Christian Arno, founder Lingo24, an international translation company with offices in London; Aberdeen, Scotland; and New York City. "In 2006, our high Google rankings for key search terms suffered, probably because of Google changing its search algorithm," says Arno. "We suddenly dropped on Google search results for terms we'd always ranked highly for such as translation services and translation agencies. We didn't have any proactive sales strategy in place, so our revenue suffered." Since then, he's hired several outbound sales people who proactively identify potential clients. "And our Google rankings are back up too now, so we have two strong avenues for sales," says Arno.
Dig Deeper: How Google Cost Me $4 Million
Failing to qualify leads. "When I first started in sales, I was an eager beaver," recalls Jon Biedermann,
vice president of
DonorPerfect, a CRM fundraising software company in Horsham, Pennsylvania. "No lead went untouched or uncalled — I treated every opportunity as the sure fire next sale." Big mistake. Early in his career, Biedermann got a lead from a large university. He called to assess their needs, customized the software for them, and worked on personalizing the demonstration for days. "The day of the demo came, and I presented our software in front of 10 people from the university. We had everything they needed — it was perfect," he says. But when he asked about the decision-making timeframe, he was crushed. "Oh, we aren't going to switch software," they told him. "We were thinking about using this for our smaller satellite campus and we were hoping you would donate it to us."
Biedermann realized his error instantly. "In my zeal to get the sale, I completely forgot to ask the one crucial question: Do you have the authority and money to make this decision?"
Dig Deeper: How to Qualify Sales Leads
Delaying sales until your product or service is ready for primetime. There's a lot to be said for doing market research for a new product or service by trying to sell it while it's still in development. That way, you'll find out exactly what customers want before you spend time perfecting your offering in a vacuum. "Entrepreneurs should hit the streets, and talk to 'friendlies' to sell your product or service even when its still just an idea, and ask people what they are willing to pay for it," says Kyle Hawke, co-founder of Whinot, a Charlottesville, Virginia-based virtual firm of independent consultants who work on small business marketing projects. Hawke learned that lesson after spending $5,000 on web features that he says "no one cared about." He now knows that he should have tested Whinot out on low-risk clients who were willing to sign on for a discounted price – or a free trial – while he and his partners worked out the kinks. "The best way to figure out how much something is worth is to get someone to pay for it," he says.
Dig Deeper: How to Build a Bootstrapping Culture
Accepting every sale. "No" is not a popular word among entrepreneurs, especially during the start-up phase, and most especially as it pertains to sales. But maybe it should be uttered more often, because the wrong kind of sale is ultimately worse than no sale at all. "It's a big challenge as a small company to say 'No, thanks, this isn't a good fit for us, please give your money to someone else,'" says Michael Buckingham, founder of Holy Cow Creative, a Midland, Michigan, design and marketing company that works with churches and ministries. "In the beginning I said yes to everyone; financially, it felt like I had to," he says. "Next thing I knew I was involved in a project that was not good for me or the client. We pushed through it, we met our objectives but our work is about more than projects and invoices. I learned that relationships are key to sales. It's why I now turn down nearly every RFP; it's void of relationship."
Dig Deeper: Getting to No
Offloading the sales function. When Tom Greenshaw first started Cashier Live in Chicago, he wanted to focus mainly on product development and support for the web-based point of sales software that he sells to independent retailers. So he built a sales channel with affiliates and partners, hoping to offload as much of the direct sales function as possible. "This seemed to be working well and we quickly signed up a number of partners that were interested in selling Cashier Live," he says. "But those partners weren't as well versed in the software as we were." Many of them over-promised customers regarding the capabilities of the software, or dragged Greenshaw's staff into the sales process, which confused customers and ate up company time and resources. "I learned a lot from this experience, and we've since been very successful with our own sales efforts," he says today. When he tries selling through channel partners again, he'll make sure to train them thoroughly on the company's software.
Dig Deeper: Sales: When Is it Safe to Hire?
Fixating on big fish. When Scott Gerber first founded Sizzle It!, a New York City-based video production company, he admits that he "used to be obsessed with only going after home-run clients—those that had big names and huge wallets." But selling to very large companies is time consuming and often frustrating since decision-making is slow and payments even slower. Sizzle It! ultimately landed big clients like Procter & Gamble, but closing sales would sometimes take six months or more. And frequently, Gerber's staff would put months of effort into sales that never materialized. "The pursuit of these titans often put us in cash flow crunches," says Gerber. "My biggest mistake in guiding Sizzle It!'s strategy in its earlier years was not going after more base-hit clients. Now, we have an even split of clients, which has not only helped us to spread the word about our company faster, but also helped us to maintain a healthy cash flow."
Dig Deeper: How to Cold Call a Big Customer
A movement that's rewriting the rules for politics is also rewriting new rules for fashion.
Clothing is an extension of your values, a sartorial statement of who you are as an American. And while you're shouldering the rebirth of a nation's glory, why not shoulder a smart-looking blazer in the process?
While Tea Partiers respect, more than anything, the freedom to wear what they like, there are some new essentials for the man looking to "restore honor" to America… and his wardrobe. Below, a selection of the Fall essentials for the Tea Partier dressing for the profession, the polls or the protest.
Wolverine Boots
These Made In America classics are equally good for stomping through snow drifts from an November Maine Nor'easter in order to cast a vote for Tea Party gubernatorial candidate Paul LePage as they are for stomping liberal guts. Forget Wolverine's casual offerings and go straight to the work series. What is harder work than restoring honor to America?
Starting at $109
Don't Tread on Me Tee
Barring the unmistakable Gadsden flag symbol, this comfortable Don't Tread on Me t-shirt is perfect for mornings spent lounging around with a copy of the Wall Street Journal. There is no better version than that offered by the official don't tread on me outfitters. Gadsden and Culpeper's America Heritage Shoppe, Ltd. was founded after 9/11 in Albany, NY with the goal "to be America’s Official Don’t Tread on Me Outfitter by providing inspiring historical information, a wide variety of unique quality products and excellent customer service.” Made in the USA, the shirt is 100% cotton because being angry doesn't have to mean being uncomfortable. [Warning: Don't accidentally buy the "Don't Teabag On Me" t-shirt created by liberal homosexual pornography website Wankette.]
$18.99
Vintage Carhartt
Nothing identifies you as ready to do the work that America needs like Carhartt. American, rugged, durable, reliable, just like your values, Carhartt was clothing the American work ethic before Roosevelt tried to dismantle the free market and it will be clothing it after Obama fails to do the same. But don't buy your Carhartt new and rigid. Vintage is key. Shop eBay for some worn-in classic silhouettes. Vintage Carhartt jackets will turn any blue shirt and khaki combo into the uniform of a Tea Party Patriot.
Prices vary. Check eBay for latest.
Shredded Money
What better way to stand behind the belief that the Obama administration's socialized overtaking of America is making the nation's dollar worthless? Stuffed with shredded dollars from the US Federal Reserve, this handsome cigar pen is just as appropriate signing billion-dollar bailout contracts as it is singing foreclosure and Chapter 7 documents. Pair the unique pen with a set of shredded money cufflinks and you'll be fashionable declaring your feelings on the economy as you move all your holdings into gold.
Pen $15. Cufflinks $50.
Patriot Ale
Powell, Ohio's Liberty Tavern does not joke about freedom. A copy of the Boston watering hole that fueled the greatest independence movement the world would ever know, Liberty Tavern serves a special brew crafted by Sam Adams: Patriot Ale. And though they've got hummus on the menu, you have the freedom to not order it. Instead, try the "Betsy Ross Basket" (golden brown chicken tenders with fries and honey mustard) or the "Liberty Sticks" (funnel cake rods disused with cinnamon and powdered sugar… and freedom). Sorry though, you have to go to Powell for Liberty Tavern's take on the American Dream.
Entrees start around $14 Monday Special: $4.50 for 23 sweet oz. Flight prices to nearby Columbus, OH vary.
Pocket Constitution
Including the Declaration of Independence, the Bill of Rights and all amendments, even pesky ones like the 14th, this handsome pocket edition of the world's greatest document measures just 3.5" by 5".
Not only will you be armed against the tyranny of a government run amok, your smartly-bound edition will support the work of the Cato Institute, one of the world's greatest advocates of "individual liberty, free markets and peace." For globe trotters, it's also available in Arabic.
$4.95; Arabic: $6.95
USS Ronald Reagan Hat
You may not be able to command your own Nimitz-class nuclear-powered supercarrier, but you can remind everyone that one represents your will as an American citizen. In honor of his greatness, Ronald Reagan was the first ever living former President to receive the tribute of having a Naval vessel named after him. And while you may not actually physically serve alongside the sailors of the Reagan, your spirit does. Leave it outside in the rain a few times to give it the look of a hat that's actually seen military action.
$14.95
Anglo-Confederate Society Necktie
From the fine Ben Silver Collection in Charleston, this stately, cardinal red, navy blue and white-starred necktie was worn during the Civil War by British Parliament members to quietly express sympathy for the Southern cause's war against central government tyranny. What better way to protest the current socialization of American liberties than to pair your work uniform with a little fetching bit of noble history?
$95
American Flag Socks
We're all patriots underneath. Some of us are just more patriotic underneath than others. These fine socks float the American standard even if you're waiting in the customs line at Paris' Charles de Gaulle. Do you have something to declare? Oui!
$8
"Ballroom" Jeans
Nothing says I'm ready for work and relaxing like a pair of Duluth "Ballroom" Jeans. The extra crotch gusset space is perfect for carrying around the huge set of balls required to believe that Obama is a Muslim.
$34.50 / $39.50 tall
Ralph Lauren Purple Label Suit
Before Sarah Palin let her husband Todd take the stage to join her on the long journey of restoring honor to America, she got him the proper attire for such an undertaking, buying him three Ralph Lauren Purple Label suits. The Purple Label identifies this Lauren line as the ultimate expression of luxury for the modern gentlemen, no matter how throwback his politics are. While you may have no GOP coffer, you can dress like you do.
Starting around $4,000
You wouldn't believe what Abe Sauer is wearing.
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