• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Paper Substrates

    Wine Labels

    Static Control

    Narrow Web Profile: OMNI Systems

    Digital and Hybrid Printers and Presses
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Henkel publishes 30th Sustainability Report

    Avery Dennison Smartrac launches new Circus Pro inlays

    Springfield Solutions highlights digital label embellishments

    Labelexpo Americas, Europe postponed to 2022

    Fort Dearborn Company acquires Hammer Packaging
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Avery Dennison Smartrac launches new Circus Pro inlays

    Springfield Solutions highlights digital label embellishments

    Linerless labels help Belona assist meat product client

    Schreiner MediPharm and AARDEX partner for clinical trials

    Avery Dennison optimizes adhesives for pharmaceutical labeling
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Avery Dennison Smartrac launches new Circus Pro inlays

    Labelexpo Americas, Europe postponed to 2022

    Fort Dearborn Company acquires Hammer Packaging

    Detailing the journey of the label business seller

    Abbott Label installs Domino K600i dual bar digital UV inkjet printer
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    Henkel publishes 30th Sustainability Report

    Flint Group Packaging announces global price increase

    Abbott Label installs Domino K600i dual bar digital UV inkjet printer

    CP Printing adds Colordyne 3800 Series AP – Retrofit

    PCMC launches fully modular digital conversion system
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Abbott Label installs Domino K600i dual bar digital UV inkjet printer

    CP Printing adds Colordyne 3800 Series AP – Retrofit

    Edale names SMAG Graphique distributor in France

    X-Rite announces new automated scanning products

    MPS extends production floorspace
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Henkel publishes 30th Sustainability Report

    Flint Group Packaging announces global price increase

    VideoBite: Avery Dennison discusses acpo acquisition

    UEI names Ross Hutchison president

    Alphasonics unveils new plate loading system
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    NarrowWebExchange.com, LLC

    Flexo Label Advantage Group LLC (FLAG)

    Dantex Group

    KTI

    Ashe Converting Equipment
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Pressrooom Supplies
      • Substrates
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Front Row

    How to lose a sale

    The experts get right to the point about mistakes.

    Related CONTENT
    • Agenda announced for Digital Printing Think Tank III
    • Digital Finishing
    • The sword and the substrate
    • Integrity Matters
    • RadTech announces new president and board members
    Jack Kenny03.14.19
    How To Succeed in Sales is a popular topic. Wildly popular. Roundtables, seminars, symposia, conferences, conventions and trade shows always bring in a successful sales guru (and author) to give the audience a positive charge and a bucket of winning strategies. Online courses, instructional videos and lectures, webinars and podcasts – for label converting and every other field – have taken sales training and retraining to a level far higher than ever.

    The focus is always positive, as it should be. We aim for fired up, not simmered down. Professional speakers, writers and educators inspire us with examples of proven tactics. But we’re not perfect, and sometimes we err. Perhaps we haven’t had the right training or haven’t received the best guidance from above. Perhaps, and this is true of everyone, we think we’re doing it right but don’t know when we’re doing it only halfway, or poorly, or just wrong.

    Maybe it’s time to take a look at the negatives, at the blunders we make when we’re sitting at the conference table with a prospect. Learning from our mistakes is part of our life’s work. We all can find ourselves in a list of sales fails.

    You’re not listening. Just about every collection of sales mistakes puts this one first. A Front Row column last year (L&NW, July/August 2018) took a close look at this subject. Hearing, which is involuntary for most people, is the physical act of processing sound waves via the ear and the brain. Listening, which is comprehending what those sounds mean, requires education and effort. The prospect wants to talk. The sales person wants to listen. If they don’t, they walk away with the sound of their own voice.

    The corollary is:
    You talk too much. There are reasons people talk too much, but this isn’t Psychology Today, so we’ll have to assume that you’re teachable. You may be prepared, but you might not be aware of how windy your presentation is and how you deliver it. Tighten it up. If that’s a struggle, don’t be afraid to ask for help. (Not asking for help is another Psych class, but never mind.)

    Chris Orlob, senior director of product marketing at Gong.io (a self-described “conversation intelligence platform for B2B sales teams”), got down to nuts and bolts on this and other sales bungles in a recent article at Sales Hacker (saleshacker.com). Top sales reps talk at most for 46% of a sales call, which means they listen for most of the meeting.

    The more mediocre the sales person is, the higher the talk percentage goes. That, says Orlob, will blow a sale. (Gong.io has a data sales team that “analyzed over one million sales call recordings” to compile its findings.)

    You’re not prepared. Heaven help you if you don’t have a complete grasp on what it is your company does and makes. If that’s the case, stop reading and do that now. We’re talking here about knowing as much as you can about the company you’re pitching to. In your presentation you inform your listeners what you do and what you can do for them.

    Not knowing fully what they do is a large red flag.

    Learn in advance who’s in their audience. Find out (these days it’s less difficult to do) about their equipment and processes, the finished products, and which among your competitors might be represented in their business. And know everything, of course, about your competitors.

    Wrong words. Orlob’s research identified terms that he calls “sales killers” and recommends excising them from one’s professional vocabulary. These include “billion, roadmap, contract, implement, for example, free trial, and competitor.”  You read that last one right. Find another term.

    Sales trainers say to avoid filler words. Orlob says they don’t affect pitch results, but they are annoying. Get rid of “like, so, you know, right, believe me, kind of, actually, I mean, sort of, basically, or something, perfect, at the end of the day, as you can see, cool, and you know what I mean?” I will add “wheelhouse.” That affectation left the hip lexicon some time ago, so drop it.

    Asking “checklist” questions. Gong.io recommends not grilling your prospect with rapid-fire questions. They’ll think you’re using a checklist without listening. (Maybe you are.) “Spread your questions throughout the conversation in a balanced, natural way. If you ask them all at the beginning you’ll sound scripted and impersonal. That’s the opposite of the vibe you want to create.”
    Allbusiness.com has a list that includes:

    Jumping straight to the sale. Do not rush. Take the time to educate your customers, and they will reward you with sales.

    Going off topic. Some salespeople overdo the need for a relationship with excessive chatter. Others continue to talk about the product or service but spend an inordinate amount of time on irrelevant information. While you do want to build a relationship and make your customer comfortable, the goal is to make the sale. If the sale is the topic, don’t veer too far off on tangents.

    Not closing the sale. This is the flipside of the one above. Once you have provided your customer with the information he or she needs, ask if the customer is ready to make a purchase. It may seem unnecessary, but sometimes asking for the sale can be the nudge your customer needs to make a final decision.

    Gong.io highlights Discussing pricing too soon as a practice to be avoided. “Don’t talk about pricing in the first third of the sales call. Our data is clear on this one,” says Orlob. “Top-performing reps talk pricing way into one-hour sales calls … 38 to 46 minutes in, to be precise. Their counterparts who talk about pricing in the first 15 minutes in blow it big time. Their sales numbers aren’t anywhere near as good. Take the hint. Establish value before talking price.”

    He warns against Discussing features and technology instead of business and value. “Don’t tell buyers how something works, tell them the results they’re going to get. Spend more time on business value and less on techie and features talk.”

    The most successful reps, he adds, spend up to 52% more time talking about business value than their poorer-performing peers. They spend up to 39% less time talking about features and technical topics than those same peers.

    Asking too many questions. This claim might make some people uncomfortable: How can we know where to draw the line? Orlob trots out some numbers.

    “Think about the discovery part of the call. How do you unpack a buyer’s pain points and business issues? Do you ask enough questions or too many? What’s the right number?

    “As a general rule, the more questions you ask, the better. Average reps ask 6.3 questions and top performers ask 10 to 14, and they also dig deeper and listen more. But be careful. There’s a diminishing rate of return. After 14 questions, your sales rate heads back down toward average,” he says.

    There are more, but this one stands out: Giving more than a two-minute company overview. Talking long about your company is not that important to your potential client and could decrease your chances to move ahead.

    Speak for two minutes or under – it’s plenty long, so practice – and do so generally, before you get to the specifics about what you’re offering.  You’ll do fine.


    The author is president of Jack Kenny Media, a communications firm specializing in the packaging industry, and is the former editor of L&NW magazine. He can be reached at jackjkenny@gmail.com.
    Related Searches
    • technology
    • life
    • label
    • packaging
    Suggested For You
    Agenda announced for Digital Printing Think Tank III Agenda announced for Digital Printing Think Tank III
    Digital Finishing Digital Finishing
    The sword and the substrate The sword and the substrate
    Integrity Matters Integrity Matters
    RadTech announces new president and board members RadTech announces new president and board members
    Records set in Rosemont Records set in Rosemont
    Making inroads in China Making inroads in China
    What most successful people do exceptionally well What most successful people do exceptionally well
    Weed labels Weed labels
    FINAT positioning young managers for future FINAT positioning young managers for future
    When Flexo? When Digital? When Hybrid? When Flexo? When Digital? When Hybrid?
    'Spying Into The Future' with TLMI
    Companies To Watch: Precision Tape & Label Co., Inc. Companies To Watch: Precision Tape & Label Co., Inc.
    Companies To Watch: Catapult Print Companies To Watch: Catapult Print
    Color and packaging Color and packaging

    Related Front Row

    • What will tomorrow bring?

      Today’s challenges are sudden and relentless.
      Jack Kenny 06.04.20

    • Planning for recovery

      When the virus abates, how will you rebuild?
      Jack Kenny 04.03.20

    • Fun facts about packaging

      Fun facts about packaging

      Impress your friends and colleagues with these industry gems.
      Jack Kenny 03.05.20


    • What’s trending?

      Trends teach us how to think, sell and profit.
      Jack Kenny 01.31.20

    • Labels, legislation and cannabis

      ...
      Jack Kenny 11.15.19

    • The innovative leader

      Build the team, then let it run.
      Jack Kenny 10.11.19


    • Is it first?

      An effective safety program reaches into all areas of a business.
      Jack Kenny 09.06.19

    • The patch: an intimate look

      A converting challenge, transdermal patches continue to evolve.
      Jack Kenny 07.10.19

    • Blog yourself

      Taking online communication to the next level.
      Jack Kenny 05.31.19


    • The value of research in label design

      Analyze and capitalize on the customer’s proclivities.
      Jack Kenny 04.05.19

    • The sword and the substrate

      China’s restrictions on recyclable waste are bad and good for business.
      Jack Kenny 02.01.19

    • Weed labels

      ...
      Jack Kenny 11.16.18


    • Color and packaging

      There’s more to color than ink.
      Jack Kenny 10.12.18

    • Working the show

      There’s more to Labelexpo than strolling the aisles.
      Jack Kenny 09.10.18

    • The art of listening

      Customers know when you’re not paying close attention.
      Jack Kenny 07.13.18


    Trending
    • Labelexpo Americas, Europe Postponed To 2022
    • Fort Dearborn Company Acquires Hammer Packaging
    • Abbott Label Installs Domino K600i Dual Bar Digital UV Inkjet Printer
    • Schreiner MediPharm And AARDEX Partner For Clinical Trials
    • Xeikon Launches Two New Digital Label Printing Presses
    Breaking News
    • Henkel publishes 30th Sustainability Report
    • Avery Dennison Smartrac launches new Circus Pro inlays
    • Springfield Solutions highlights digital label embellishments
    • Labelexpo Americas, Europe postponed to 2022
    • Fort Dearborn Company acquires Hammer Packaging
    View Breaking News >
    CURRENT ISSUE

    January/February 2021

    • Paper Substrates
    • Wine Labels
    • Static Control
    • Narrow Web Profile: OMNI Systems
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    IFT Transitions 2021 Annual Event to Digital Experience
    NY Federal Judge Enters Permanent Injunction Against Dietary Supplement Manufacturer
    Statins May Contribute to Vascular Calcification by Inhibiting Vitamin K-Dependent Proteins
    Coatings World

    Latest Breaking News From Coatings World

    Chromaflo Technologies Adds Benjamin Woeste as Territory Sales Manager
    Maroon Group Acquires Cary Company's Raw Materials, Specialty Chemicals Distribution Business
    Matt Fogel Named Mule-Hide's Territory Manager – Southern Virginia
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    EchoNous Expands Its Kosmos Hardware Platform
    Medtronic Begins Trial to Assess Novel Ablation Tech to Treat AFib
    Europe's Cross-Border Medtech Deal Activity Rises in Q4 2020
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Amgen to Acquire Five Prime Therapeutics for $1.9B
    Genesis Drug Discovery & Development Acquires Integrated Analytical Solutions
    CureVac, Novartis Ink COVID Vax Mfg. Pact
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Estée Lauder Establishes Equity and Engagement Center of Excellence
    L'Oreal On How It Will Shape Beauty's Future at Today's Transparency Summit
    C.O. Bigelow Earns Praise as NYC's Oldest Family-Run Apothecary
    Happi

    Latest Breaking News From Happi

    Avon Launches Vegan Skin Care Line
    Inolex Appoints VP Marketing
    Decorté Launches AI Diagnostics in US
    Ink World

    Latest Breaking News From Ink World

    Massilly North America Adds Koenig & Bauer MetalStar 3 Metal Decorating Press
    Hydrocarbon Solvents Market to Surpass $8.1 Billion by 2030
    Access Direct Mail Doubles Revenue with SCREEN's Truepress Jet520HD
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Henkel publishes 30th Sustainability Report
    Avery Dennison Smartrac launches new Circus Pro inlays
    Springfield Solutions highlights digital label embellishments
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    FPInnovations Develops Biodegradable Mask
    Sani Professional Sanitizing and Disinfecting Products Approved by EPA
    Autefa Solutions Offers Fully Automated Line for Protective Mask Production
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Bioventus Appoints Managing Director, China and Asia Pacific
    Full-Year Sales Down 12 Percent at Zimmer Biomet
    Lincotek Medical Expands Coatings and Additive Capacity
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Printed Circuit Board Market Projected to Reach $69.32 Billion by 2027
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login