5 BIGGEST

(and how to avoid them)sales mistakes

MISTAKE 1

people buyNOT KNOWING WHY

PEOPLE WILL PAY MORE

derive pleasureTO AVOID PAIN THAN TO

YOU’VE GOT

pain buttonsTO KNOW THEIR

phone research

customer feedbacksocial research

YOUR JOB

the painIS TO DISMANTLE

MISTAKE 2

people should buy YOUNOT KNOWING WHY

60%

salespersonOF THEIR PURCHASE DECISION

IS MADE BEFORE THEY SPEAK TO A

‘WHY YOU’

their pain + your giftSHOULD BE AT THE INTERSECTION OF

MISTAKE 3

rankMINIMIZING YOUR

PEOPLE WANT

can’t haveWHAT THEY THINK THEY

Definition of SALES:

Persuasion

Transaction

determining if you’re

the right fit for me

THINK

sommelierLIKE A

MISTAKE 4

narrativeYOU LACK A

SHE DIDN’T SELL HAIRCUTS

certaintySHE SOLD

YOUR JOB ISN’T TO SELL CAMP

your storyIT’S TO SELL

CREATING YOUR NARRATIVE • Your characters’ common goal

• The consequence of failure

• The conflict that creates tension

• Get your characters almost to safety, introduce a final ticking time bomb, then resolve the story

MISTAKE 5

before they buyNOT GIVING A TASTE

GIVE THEM

experienceA PINK SPOON

• Know why your customers buy

• Know why they should buy you

• Create status

• Build a novel narrative

• Give them a taste before they buy

• Helped a tent rental company bring in $3.5MM of new sales opportunities

• Got an unknown brand to go viral• Coached a San Francisco entrepreneur to triple her

sales in 1 year• Has worked with some of NA’s most well-known

brands• Created one of the world’s first twitter communities• Global keynote speaker• Top 40 Under 40, Awards for leadership &

innovation• Start Some Shift podcast

www.laramcculloch.com lara@laramcculloch.com

thank you.