Overcoming The Top 10 Sales Barriers

Avoiding sales barriers is crucial to success in any industry. Whether you're selling products or services, remember this simple rule: sales doesn't have to be difficult. Your job is to simply help people buy products and services that are of use to them.

There's a basic truth that is irrefutable: if you have no customers, then you have no business.

Most entrepreneurs tend to fall into a trap: they are exceptional at executing their business - they perform their services better than their competition, or they have better products than most people in the market place - but when it comes to getting customers and making sales, they fall a little short.

I've identified ten barriers that hold entrepreneurs back from actively selling their products and services. Once you realise the barrier that's preventing you from more customers is actually just a myth, then it will be that much easier to get customers in the door!

Barrier #1: If I build it, they will come

I've talked to a number of entrepreneurs who share this belief. They claim to offer the best services or the best products at the most competitive prices, etc. But guess what - it doesn't matter HOW good you are at what you do. If nobody knows about it, nobody will buy it. You need to market and sell.

Barrier #2: I don't have time to sell

This one seems to be an obvious one, but it IS one I hear. Again: no customers = no business. The bottom line is - you always have time to sell. And you should always make time to sell.

Barrier #3: I have to be "pushy" to sell

This is just plain wrong. If you don't believe me, ask yourself: when was the last time you bought anything from someone pushy? In today's modern world, successful selling is the result of helping your customer to buy.

Barrier #4: I have to "bend the truth" to win business

This couldn't be more wrong. Over my years of selling and learning about selling one strict truth has prevailed: people will only buy from people they know, like and trust. Bending the truth negates any kind of trust building and your customers can generally see right through it. It's perhaps the worst thing you can do in business.

Barrier #5: I don't feel comfortable "bragging" about my products and services

Like in myth #4, customers can see right through it. Just be truthful and remember: if you have provided some phenomenal results for your customers, then it's not bragging, it's reporting. People want you to help them buy - they want to feel comfortable with the expected results of their purchase and telling them what to expect isn't bragging.

Barrier #6: Sales in my company seem to be like a roller-coaster

This one is very common amongst entrepreneurs - especially those with little or no staff. Having a strategic approach to sales can even-out the feast and famine approach to sales that a lot of people experience. When you have a great strategy and good planning, the roller-coaster is a thing of the past.

Barrier #7: The only way to get new business is to cold-call

Cold calling is one of the least effective means of building business. It's mentally demoralising and a colossal waste of time. There are a number of ways to "warm-up" a call so that you have an effective and useful sales tool. And talking to a warm prospect is always more preferable than talking to someone who wants to slam a phone in your ear.

Barrier #8: I've tried "selling" but I'm just not unique enough in the marketplace to beat my competition

While this isn't strictly a sales question per se, it is something that rears its ugly head a lot in the sales process. Just remember, Coke and Pepsi carve up a huge market by selling pretty much the same products. The difference is, they've each created very different marketing campaigns and subsequently they sell to different groups and types of people.

Barrier #9: The only way I can beat my competition is on price

This one is similar to the last point, but instead focuses on price. When we're on the selling side of the table, we always think that price is the most important thing on our customer's mind. However, the fact of the matter is, while it's important, it's rarely a key decision-making point. For the most part, price is actually one of the last considerations a customer makes. And generally they weigh price against value. So rather than worrying about discounting price, concern yourself with building value.

Barrier #10: I need to be everything to everybody

Although this is more of a marketing issue, when you've got your sales hat on, sometimes you need to be able to walk away from a sale. Its by far, more effective to sell to a pre-defined niche market, than it is to try to sell all over the place. So remember, while you should try to match your communication style to your customer's communication style, you should never try to be all things to all people. It will spread your message too thin and not resonate with anyone.