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 [email protected]
thank you.