by Gary Hernbroth, Training for Winners
Guest Contributor

In 33 years of being on the firing line and in the tempest we call the hospitality or meetings industry, I’ve come across all kinds of buyers, sellers, and intermediaries. I’ve observed some real professionals, “winners” whom I admired, from both sides of the buyer and seller equation. I’ve also seen some real “losers”, who either flared out quickly from the business, or continue to flounder and wonder why. Then, there are the many, many legions of mediocre, well-intentioned folks who do OK, but could do a whole lot more if they just applied themselves better, worked smarter, listened more, put their ego in check, and s-t-r-e-t-c-h-e-d themselves to learn new skills and get to the next higher level of sales sophistication.

I’ve compiled a short list of 10 sales mistakes I’ve addressed as fairly common, based on my own experience as a salesperson (sure, I’ve done some of these myself, who hasn’t?), a sales team leader, a sales coach/trainer, and a liason between meeting planners and salespeople. This “top 10″ is confirmed with every workshop, seminar, training program, and industry educational session I present, from the stories I hear people tell over and over again. So, take a look at it — be honest and self-critical — and see if you couldn’t use a bit of sharpening & re-tooling yourself, or for your team. Your customers and prospects will thank you, and book you more, too. Your competition will wonder why they lose more business to you.

And isn’t that what it’s all about?

1. Salespeople not listening. Hearing, maybe, but not really listening
2. Not paying attention to details (especially with respect to RFP’s)
3. Not pushing themselves to learn more, know more, ask more, invest more in relationships
4. Choosing to take the “path of least resistance” rather than the right (or better) path with customers, alliance partners (such as CVBs, etc.) and teammates. Some call it being lazy. Get it off the desk, whether it is accurate/quality, or not
5. Taking customers for granted—”entitlement” that they’ll always be their customer, so why worry?
6. Trying to be too slick or smooth, which most customers see coming from miles away
7. Not evolving their skill set beyond what the basics are—being “good enough to get by”
8. Not keeping their word
9. Sloppy work
10. Mortgaging the future for the quick sale now