Sales isn’t typically a business owner’s top skill. But your passion and vision for the business has carried you to the successful company you have today. Now it’s time to grow and, as you grapple with building your sales organization, five common sales myths stymie your progress.
Below are five conversations I frequently have with business owners as they focus on their desire to grow 10%, 20%, and even 30% per year. Are you falling for one of these sales myths? Keep reading for sales advice that dispels preconceived notions and unlocks new opportunities.
1. Cold Calling Is Dead
What people say
We don’t need to cold call, we publish articles on our website, or We engage on social media, there’s no need to pick up the phone.
Why it’s a sales myth
Blog posts and social comments rarely cause prospects to reach out. When someone calls you because of a blog post or social comment they read, typically they’re in need of an immediate solution and you are one of several companies they’re contacting for price comparison. That puts you in competition from the start.
Our sales advice
Cold calling is a valuable, proactive way to reach potential clients and creates opportunities for growth by building relationships. When you pair it with digital attraction strategies, like publishing articles and social media, it isn’t even cold calling. You’ve taken the time to discuss who you are and what you do online. The prospect is aware of you, and your salespeople are making warm calls, not cold. Conversations begin before prospects engage your competition.
2. Email Campaigns Will Sell for Me
What people say
Email campaigns promote our services and link to our website. This is enough to explain and sell what I offer. Prospects will reply if they need something.
Why it’s a sales myth
Unless you offer products people can research and easily purchase – like online apps – you can’t rely on an email campaign to sell for you. To turn a prospect into a client, you need to reach out directly.
Our sales advice
Your prospect wants detailed information about how your business will help their company. They want to hear how your solutions will solve their problems and the recommendations you have for their situation. Make a call. It will confirm your prospect’s interest, start a relationship, and determine next steps.
3. I Can’t Sell Successfully in Q4
What people say
I can’t possibly close a deal when everyone is focused on the holidays and office parties.
Why it’s a sales myth
I’m not a gambler, but I’m willing to bet your office isn’t going to spend Q4 sipping eggnog and eating pumpkin pie. Business will continue and the sales process should too, otherwise, you’re losing an entire quarter of growth potential.
Our sales advice
No, you won’t be able to close sales with a 120-day cycle, but that not a reason to quit. That’s always a recipe for failure. Instead, look for opportunities you can close within 30–45 days. Ask yourself what services can be added on for current clients or if there is project-based work you can sell. Once you change your frame of mind, you’ll be surprised by the amount of selling and growth that is possible in Q4.
4. Lead Gen and Sales Prospecting are the Only Ways To Grow a Business
What people say
We want to grow but don’t have the time, resources, or willingness to execute a lead generation campaign and follow up with prospects.
Why it’s a sales myth
Pick the growth strategies that best suit your goals and culture. This doesn’t have to be lead generation or sales prospecting right away, although, at some point, you will need to incorporate both.
Our sales advice
Begin with your client base. Look for opportunities for additional services you could provide. Ask for referrals. We’ve seen clients substantially grow their businesses simply by focusing on their existing client base.
Consider acquisition. That’s an entire blog post on its own! But if you’re looking to grow, acquiring another company may be a way to fill gaps and expand your business and your staff.
5. Once a Prospect Says No, It’s Over
What people say
The prospect said no, so I’ve removed them from my list.
Why it’s a sales myth
Whether they said no to your proposal or to your first request for an appointment, taking out your red pen to a contact forever would be a mistake. A no today could mean not this opportunity or not right now. You might be speaking with the wrong person or offering a solution that isn’t a fit today. Don’t give up so quickly.
Our sales advice
When you hear no, thank the person for spending time with you and offer to stay in touch. Then follow one of these strategies to reach out in the future to a prospect who said no.
You Need an Open Mind To Grow Your Business
Don’t let sales myths and preconceived notions stand in the way of achieving your growth goals. Shift how you think about your B2B lead generation system and sales to unlock new opportunities and expand your business.
Contributed blog courtesy of KLA Group and authored by Kendra Lee, CEO of KLA Group. Read more contributed blogs from Kendra Lee here.
