8 Sales Myths and Their Realities

As a salesperson, sales trainer and entrepreneur, I tend to be surrounded by other salespeople.  Some of the good, some of them not so good, and some of them outstanding.  Whether they are terrible or outstanding, each of them subscribes and preaches certain sales myths.

Some of these myths are true, and some are very misguided and will harm you.  Here are 8 sales myths and their true realities.

1. Cold calling is dead and doesn’t work - FALSE - This statement is made by weak undisciplined salespeople and non-salespeople in sales roles.  Cold calling is NOT dead.  It does work.  It works in all businesses.  Where it doesn’t work is when you don’t have a defined calling script, a defined strategy and a targeted and qualified prospect.  Pick up the phone!
2. It’s not about the fundamentals anymore - FALSE - It is absolutely about the fundamentals.  Everything comes down to mastering the basics/fundamentals.  Without them, there is no foundation, and you cannot build your skills.  There is a famous public supposed “sales guru” preaching this.  He is dead wrong, and should never be viewed as a “sales guru” again for this ignorance.
3. The best salespeople are the best talkers - FALSE - The best salespeople are the best listeners.  They are the best listeners because they ask the best questions.  The best salespeople, therefore, ask the best questions.
4. Sales is a numbers game - TRUE - Less is not more.  Less is just less anyway you slice it. Sales is absolutely a numbers game, with one caveat.  You must see the right quality of prospect that’s been qualified to meet all your ideal client criteria.  Then you must maximize your exposure to as many of these prospects as possible.  
5. Sales requires thick skin - FALSE - I have been in sales dealing with rejection my entire career, and I have yet to develop a thick skin.  I’m emotional and love people, so rejection hurts.  What helps is focusing on the learning, improving, managing the numbers and finding even a small victory when someone tells you no or criticizes you.
6. It all comes down to price - FALSE - If this were true, no one would buy a Rolls Royce, a Cartier watch or an expensive meal.  Value trumps price every time.  Those that say otherwise, don’t understand the real value and therefore cannot offer and deliver value.  Be thankful these people exist.
7. Salespeople are born - FALSE - Salespeople are made.  You must learn the skills and work to master the art and business of sales.
8. Sales closing techniques are dead - FALSE - No matter how good you are, no matter how much they love you and your product or service, you still have to close the deal.  Every deal must be closed.  Stop listening to those who say closing techniques don’t work.  They do and are an absolute necessity.

Do not subscribe to sales myths.  They will ruin your sales reality.  If you buy into the false ones, you are placing a severe limit on your success.  Get around people who focus on getting better and winning.  They don’t live by sales myths, but rather by creating better sales realities, and that will fatten your wallet! 

---