Good salespeople are highly valuable assets not only to the companies they represent but also to the clients they serve. They offer much more than products or services—they provide insight, guidance, and solutions tailored to their clients’ needs. Exceptional salespeople differentiate their organisations through the value they personally bring, fostering trust and building a relationship that sets them apart from competitors who lack these traits.
This differentiation is critical in today’s competitive markets. Clients value advice that helps them navigate complexities and align solutions to their strategic goals. Salespeople who can demonstrate this understanding and deliver meaningful outcomes stand out as trusted partners. Conversely, those who rely on outdated methods or fail to address the client’s unique needs risk damaging their credibility and losing opportunities.
In this article, we’ll explore the good, the bad, and the ugly of sales practices, offering actionable insights on how to improve sales and avoid common pitfalls.
The Good: Effective Sales Practices
Effective sales practices go beyond pitching products or services. They centre on understanding the client and creating a clear, differentiated value proposition. Here’s what good sales looks like:
1. Researching the Client
Before engaging with a potential client, top-performing salespeople invest time in understanding their business, strategy, and industry dynamics. They:
- Analyse the client’s strategic goals and challenges.
- Identify key trends and pressures within the client’s market.
- Tailor their approach to align with the client’s objectives.
2. Asking Insightful Questions
Good sales interactions start with listening, not talking. Salespeople ask questions that uncover:
- Strategy, objectives and challenges the client may not have articulated.
- Gaps in their current strategies or solutions.
- Opportunities for growth or efficiency improvements.
3. Providing Unique Insights
Exceptional salespeople help clients understand what they cannot easily find online. They:
- Share insights drawn from their expertise and broader market knowledge.
- Offer perspective on trends and potential outcomes specific to the client’s situation.
- Demonstrate their value as trusted advisors rather than mere product representatives.
4. Aligning Solutions with Outcomes
Rather than focusing on features and benefits, good salespeople articulate:
- How their product or service will deliver specific outcomes for the client.
- How these outcomes align with the client’s strategic objectives.
- Tangible value that differentiates their solution from competitors.
By focusing on these practices, salespeople build credibility, trust, and long-term relationships that drive business growth.
The Bad: Common Sales Mistakes
While good sales practices build trust and differentiation, bad practices undermine credibility and create barriers to success. Here are some common pitfalls:
1. Over-Reliance on Features and Benefits
Salespeople who focus solely on listing features and benefits without considering the client’s context often:
- Fail to connect their offering to the client’s needs.
- Leave clients to interpret whether the product is relevant to them.
- Miss opportunities to differentiate their solution.
2. Generic Pitches
A one-size-fits-all approach to sales conversations can alienate potential clients. Examples include:
- Using templated presentations with no customisation.
- Neglecting to address specific pain points or objectives.
- Treating all prospects as though they face identical challenges.
3. Poor Listening Skills
Salespeople who dominate conversations rather than actively listening to the client risk:
- Overlooking critical information about the client’s priorities.
- Delivering irrelevant or tone-deaf recommendations.
- Creating the impression that they prioritise selling over solving.
4. Failing to Follow Up
A lack of timely and thoughtful follow-up is a missed opportunity to:
- Reinforce key points discussed during the meeting.
- Address any lingering concerns or questions.
- Build trust by demonstrating commitment to the client’s success.
The Ugly: Sales Practices to Avoid Entirely
Some sales practices don’t just fail—they actively harm relationships and reputations. These include:
1. Overpromising and Underdelivering
Making exaggerated claims about what a product or service can achieve damages trust when expectations aren’t met.
2. Neglecting Post-Sale Engagement
Sales doesn’t end with a signed contract. Failure to support the client post-sale can:
- Undermine trust and damage the relationship.
- Reduce opportunities for repeat business or referrals.
3. Pressure Tactics
Using aggressive sales techniques, such as limited-time offers or guilt-based persuasion, often:
- Alienates potential clients.
- Damages the brand’s reputation over time.
Actionable Insights: How to Improve Sales
For companies aiming to create a high-performing sales team, recruitment is the critical starting point. The process of hiring the right people determines the foundation upon which sales success is built. Effective salespeople that naturally exhibit ‘good’ traits differentiate themselves from their average counterparts by having an inbuilt ability to consult and they generally fall into two categories:
- Experienced Professionals: These individuals already possess the skills and track record that exemplify good sales practices. They know how to consult, engage with clients, and deliver outcomes aligned with business objectives.
- High-Potential Talent: While they may lack extensive experience, these candidates have the aptitude and capability to acquire relevant experience. With proper development, they can grow into consultative, high-performing salespeople.
The key differentiator for a successful salesperson is their ability to consult. Salespeople who cannot consult will struggle to help your business achieve its goals. Their playbook is often rigid, focused solely on promoting specific products or services, features or benefits. While training and support may improve their performance marginally, the reality is that they will not deliver the results you need. This is why hiring the right talent from the outset is so important.
Building an effective sales team has compound benefits. Teams composed of driven, enthusiastic individuals foster internal competition, create a positive dynamic, and push each other to excel. This culture of excellence improves morale and creates an environment where success is not only encouraged but expected.
For businesses looking to secure long-term sales growth, the message is clear: focus on hiring right from the start. By prioritising the recruitment of consultative, adaptable salespeople, you’ll lay the foundation for sustainable success and high-performing teams.
How Mohala Growth Partners Can Help
At Mohala Growth Partners, we specialise in helping businesses transform their sales strategies to drive growth and improve outcomes. Our services include:
- Sales Diagnostics: We identify gaps and opportunities in your current approach to sales, providing actionable recommendations for improvement.
- Alignment Strategies: We ensure your sales and marketing teams are working together effectively to deliver unified messaging and maximise results.
- Ongoing Support: We partner with you to implement strategies that deliver measurable, sustainable results.
With a proven track record of success, Mohala Growth Partners can help your organisation unlock its sales potential and achieve its growth objectives.
Improving sales isn’t just about closing deals—it’s about building trust, delivering value, and creating meaningful relationships with clients. By focusing on good practices, avoiding common mistakes, and steering clear of damaging behaviours, businesses can position themselves for long-term success.
Ready to transform your sales strategy? Start by embracing practices that work, and let Mohala Growth Partners guide you on the journey to sustainable growth.
