Do You Make This Mistake When Selling?

A client recently asked me what are the most common mistakes that B2B sellers make? This was the first one I highlighted to her because it is such an easy mistake to make. It’s a mistake I made myself countless times.

Imagine this scenario.

You are sitting in a prospect’s office with an important decision maker. This person is a real business buyer and not just somebody in purchasing.

The conversation appears to be going very well. You have built good rapport and the client is beginning to ask you questions relevant to your products and services.

For example, in my company a potential client might ask us if we do sales training.

I have two choices when it comes to dealing with the question. I can answer it like a typical salesperson or I can use what we refer to as a redirect strategy.


  • Customer: Do you do sales training?
  • Salesperson: (answer the question directly) Yes, we do have a consultative selling training programme for B2B sellers. (Focus on the product) it’s available as a couple of different options. We can deliver it as a public workshop. Or, we also do custom workshops for private clients. How many people did you need trained?

Note: when you read that example above initially, it actually appears to be an effective response. The customer asked us a question, which we answered. We provided a little bit of product information and then asked a product delivery question.

Now let’s look at an alternative response using the redirect strategy


  • Customer: Do you do sales training?
  • Salesperson: (answer the question directly) Yes, we do. We have certainly helped train other companies to have a more effective sales force. (Redirect about to happen) People decide they have a need for sales training for a variety of reasons. Can you tell me little bit more about what you are trying to achieve and why you think sales training might be the answer?

Note: in this example, we use a slightly different approach. We still answered the question that the customer asked us. But, instead of asking a follow-up question to do with product delivery, we did something else that is critically important. We redirected our conversation away from the product, and onto the issue the product is designed to solve.

The mistake that most people make is that they put too much focus on the product or service. And that means they do not put enough focus on the issues that the product and service solves for the client.

FREE Resource: I produced a special CONSULTATIVE SELLING BLUEPRINT that I give my private clients to use. It includes the 21 best Consultative Selling questions you must use in every prospect meeting if you want to sell on value instead of selling on price. You can download it for free using this link.

(The NEW PX12 Consultative Selling Blueprint)

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