Sales and Marketing Advice: 5 Myths That Need To Be Recognized

For most small businesses with a complex sale the greatest challenges lie in the generation of quality leads and the conversion of those prospects into highly valuable and paying customers.

There is a lot said about sales and marketing, some may say too much. It can be difficult to know which activity to undertake, how to act and, ultimately, how to promote yourself and your business. Today we live in a world of oversupply where both consumers and businesses are subject to more information and choices than ever before.  As a result your competition is more than just those supplying similar services and/or products.

To ensure the maximum opportunity of success there are 5 commercial myths that need to be recognized and dispelled.

1.  Always Be Closing – A fresh faced Alec Baldwin in Glengarry Glen Ross stood in front of a sales team and laid the law of sales fundamentals. For years businesses and sales professionals worked under the pretense that “A – Always, B – Be, C – Closing” was the route to success. This meaning that in every situation and every circumstance a sale would present itself if you were always on the lookout for it.  This is a myth.

This is not to say that a strong, clear call to action in your marketing and the need to ask for the sale is incorrect. This is to say that building relationships and adding value is actually a proven key to success in a world of oversupply. Try to take an approach of ‘Always Be Listening’ which is to understand what your audience really needs and wants.

2.  Use anything that works – The myth of ‘using anything that works’ needs to go. It is saying that you won’t stop at anything to close the business and get customers. Do you think that lies and deceit are the foundation of a successful sustainable business? I thought not. Start as you mean to go on and encourage customers to sign with you based on providing a result to a challenge or need they have.

3.  Keep things on track – This is the principal of working on your terms and your agenda thinking that there is a ‘one fits all’ solution to getting more customers. This is a myth as every person and every business is unique and they will make decisions to purchase differently.

Whether you rely on web generated sales or personal contact the best way to generate revenue is to appease your prospects decision making process. Ask yourself, how can I make it easier for them?

4.  Do more ‘stuff’ – Sales is a tactical game and marketing is an art. The myth of undertaking more activity, effectively ‘knocking on more doors’ is both misleading and potentially costly. Why spend hundreds/thousands of dollars on advertising if the message does not resonate with your audience or is in the wrong channels? Likewise, why call hundreds of people a day if you are asking the wrong questions to the wrong people?

It is often best practice to start small, test the activity, measure the results and then ramp up the activity from there in a strategic and planned manner.

5.  Sell features –Oftentimes websites, adverts and sales people are full of feature lists and sweeping statements. This is due to the myth that promoting features will win the competitive race. This is effectively saying ‘look at what I can do’. The question needs to be, ‘how can I help?’.

Selling features will more often than not leave the prospective customer thinking, ‘so what?’. If you are able to align a message that illustrates how you benefit them in line with their needs and desires you will be giving yourself a greater opportunity to succeed.

If you are aware of these 5 myths you will be firmly on the way to increasing sales in this world of oversupply.  It was never meant to be easy to raise the top-line however, struggle is sometimes essential to life.

Have you had any experiences as a customer from businesses practicing one or more of these myths? How do you think you can apply these tips to your work moving forward?

Michael Trow is the owner of Michael Trow Enterprises LLC where he helps small businesses increase sales. He has lived in four continents, done business all over the world and is a coach in training for the hugely popular and successful Book Yourself Solid system. More than anything he likes to help people and self-proclaimed dog lover and wine appreciator. More can be seen on his website at www.michaeltrow.com where you can download a free copy of his e-book "9 Areas You MUST Address To Increase Sales".

12 comments to Sales and Marketing Advice: 5 Myths That Need To Be Recognized

  • [...] Ignore the myths. Some basic marketing and sales myths can put you at a disadvantage when competing against other businesses for customers, says business consultant Michael Trow. When marketing or selling any product or service, you’ll want to focus on bringing in customers and cash flow effectively almost from the beginning. Ignoring the myths and misinformation that revolve around the marketing and sales process will be a huge help, especially if marketing and sales don’t happen to be your forte. Small Business Centr [...]

  • [...] Ignore the myths. Some basic marketing and sales myths can put you at a disadvantage when competing against other businesses for customers, says business consultant Michael Trow. When marketing or selling any product or service, you’ll want to focus on bringing in customers and cash flow effectively almost from the beginning. Ignoring the myths and misinformation that revolve around the marketing and sales process will be a huge help, especially if marketing and sales don’t happen to be your forte. Small Business Centr [...]

  • [...] Ignore the myths. Some basic marketing and sales myths can put you at a disadvantage when competing against other businesses for customers, says business consultant Michael Trow. When marketing or selling any product or service, you’ll want to focus on bringing in customers and cash flow effectively almost from the beginning. Ignoring the myths and misinformation that revolve around the marketing and sales process will be a huge help, especially if marketing and sales don’t happen to be your forte. Small Business Centr [...]

  • [...] Ignore the myths. Some basic marketing and sales myths can put you at a disadvantage when competing against other businesses for customers, says business consultant Michael Trow. When marketing or selling any product or service, you’ll want to focus on bringing in customers and cash flow effectively almost from the beginning. Ignoring the myths and misinformation that revolve around the marketing and sales process will be a huge help, especially if marketing and sales don’t happen to be your forte. Small Business Centr [...]

  • [...] Ignore the myths. Some basic marketing and sales myths can put you at a disadvantage when competing against other businesses for customers, says business consultant Michael Trow. When marketing or selling any product or service, you’ll want to focus on bringing in customers and cash flow effectively almost from the beginning. Ignoring the myths and misinformation that revolve around the marketing and sales process will be a huge help, especially if marketing and sales don’t happen to be your forte. Small Business Centr [...]

  • [...] Ignore the myths. Some basic marketing and sales myths can put you at a disadvantage when competing against other businesses for customers, says business consultant Michael Trow. When marketing or selling any product or service, you’ll want to focus on bringing in customers and cash flow effectively almost from the beginning. Ignoring the myths and misinformation that revolve around the marketing and sales process will be a huge help, especially if marketing and sales don’t happen to be your forte. Small Business Centr [...]

  • [...] Anyone who is in business is in the business of sales, yet many business owners don't do enough to market their businesses, and others market well but have limited sales success because they try to apply outdated sales techniques to the leads generated.It is reality that today, businesses and consumers are overwhelmed with the information available to them, and the multiplicity of choices they face everytime they need to make a decision, and as such the well known myths surrounding sales and marketing success need to be dispelled.This excellent article, acknowledges the importance of generating quality leads and converting prospects into customers, and it provides five new approaches to sales and marketing that you can implement to deliver better sales outcomes for your business.  [...]

  • [...] Anyone who is in business is in the business of sales, yet many business owners don't do enough to market their businesses, and others market well but have limited sales success because they try to apply outdated sales techniques to the leads generated.   It is reality that today, businesses and consumers are overwhelmed with the information available to them, and the multiplicity of choices they face everytime they need to make a decision, and as such the well known myths surrounding sales and marketing success need to be dispelled.   This excellent article, acknowledges the importance of generating quality leads and converting prospects into customers, and it provides five new approaches to sales and marketing that you can implement to deliver better sales outcomes for your business.  [...]

  • [...] Anyone who is in business is in the business of sales, yet many business owners don't do enough to market their businesses, and others market well but have limited sales success because they try to apply outdated sales techniques to the leads generated.   It is reality that today, businesses and consumers are overwhelmed with the information available to them, and the multiplicity of choices they face everytime they need to make a decision, and as such the well known myths surrounding sales and marketing success need to be dispelled.   This excellent article, acknowledges the importance of generating quality leads and converting prospects into customers, and it provides five new approaches to sales and marketing that you can implement to deliver better sales outcomes for your business.  [...]

  • [...] Anyone who is in business is in the business of sales, yet many business owners don't do enough to market their businesses, and others market well but have limited sales success because they try to apply outdated sales techniques to the leads generated.   It is reality that today, businesses and consumers are overwhelmed with the information available to them, and the multiplicity of choices they face everytime they need to make a decision, and as such the well known myths surrounding sales and marketing success need to be dispelled.   This excellent article, acknowledges the importance of generating quality leads and converting prospects into customers, and it provides five new approaches to sales and marketing that you can implement to deliver better sales outcomes for your business.  [...]

  • [...] Anyone who is in business is in the business of sales, yet many business owners don't do enough to market their businesses, and others market well but have limited sales success because they try to apply outdated sales techniques to the leads generated.   It is reality that today, businesses and consumers are overwhelmed with the information available to them, and the multiplicity of choices they face everytime they need to make a decision, and as such the well known myths surrounding sales and marketing success need to be dispelled.   This excellent article, acknowledges the importance of generating quality leads and converting prospects into customers, and it provides five new approaches to sales and marketing that you can implement to deliver better sales outcomes for your business.  [...]

  • [...] Anyone who is in business is in the business of sales, yet many business owners don't do enough to market their businesses, and others market well but have limited sales success because they try to apply outdated sales techniques to the leads generated. It is reality that today, businesses and consumers are overwhelmed with the information available to them, and the multiplicity of choices they face everytime they need to make a decision, and as such the well known myths surrounding sales and marketing success need to be dispelled. This excellent article, acknowledges the importance of generating quality leads and converting prospects into customers, and it provides five new approaches to sales and marketing that you can implement to deliver better sales outcomes for your business.  [...]