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  • Writer's pictureSteve Johnson

How to Overcome Common Sales Challenges

Every company experiences sales challenges. Some of these challenges will be unique to your industry or business, while some will be fairly common challenges that all businesses face. Fortunately, you can learn how other businesses addressed some of these common challenges so you have an idea of what you can do to meet them head-on. Understanding these particular roadblocks may also give you key insight into some of the unique issues you’re dealing with.

What can you do to overcome these common sales challenges? It depends on the challenge, but typically, understanding your customers, what you’re offering, and what your competitors offer will help. Doing market research is one of the first steps to take, followed by creating a marketing strategy that addresses the issues your research has uncovered.

You can also work with an experienced consultant to develop plans that address sales challenges. Scaling Sands is here to help you with both common challenges and those that businesses in specific industries will deal with. Here are our thoughts on a few of the more common challenges you may face with sales conversions. If you’re dealing with unique barriers to conversions, we’re more than happy to help you develop strategies to deal with them.

Leads Who Don’t Respond

Sometimes you reach out to leads and get nothing back. That’s not unusual, and while it can be disappointing, it happens. However, sometimes you start a dialogue with a lead only for them to ghost you. You’re left feeling uncertain as to what went wrong, especially if they appeared to be very interested in your services and on the verge of converting. Should you give up on these leads, or do you keep reaching out?

The problem often isn’t in what you’re saying—it’s in how you’re positioning or marketing your products and services. Your sales process isn’t strong enough to pull these leads in, even when they may see how your services could help them.

The solution is to revamp your process. Look for new angles and make certain you’re connecting with the right leads. You may want to talk to your sales management team about using a different approach. Maybe a good number of leads aren’t answering your phone calls or returning them. In that case, try emailing or even sending them some marketing materials. They may just not have time to talk on the phone. If you find that a large percentage of leads disappear partway through the process, look at the particular steps they’re dropping out on. This can help you determine exactly what’s turning people off.

Lack of Trust Can Lower Conversion Rates

Ruler showing brand trust and value

Clients may not immediately trust your brand, especially if you’re a fairly new company or don’t have a high profile in your industry. They may already have some trust in a competitor, so you need to show them why they should place their trust in you instead. Trust is key in winning over leads—even if they see the need for your product or service, they may not become customers without having some trust that you can deliver. Those who distrust your brand are going to be even harder to convince.

How can you build trust with someone? There are a few ways. For most clients, it starts with showing them hard data about your services and how they will benefit the client’s business. Show them that you’re not just all fluff—you have substance behind your claims. Reviews and references from previous clients also greatly help build trust and boost conversion rates.

Gaining a client’s trust often requires a personal touch. While your sales team can form personal connections, at times, you need to step in. When a client is personally courted by the CEO of a company, it makes them feel important. It shows just how much you value them as a client, and it can often close the deal. If you’re attempting to bring a large client on board, go the extra mile. If often pays off.

You’re Priced Out of the Market

Even offering the lowest price possible, you may still find competitors who are undercutting you. How are they doing this? They could be using lower-quality materials or outsourcing labor. In the end, it doesn’t really matter how they’re making their lower prices work. You don’t want to copy them. Instead, you need to focus on what makes your services valuable. Why should customers want to work with you instead of them? While price is always going to be a factor, it’s likely not the only one.

Make certain your sales team knows what sets you apart from your competitors. They need to be familiar with everything you offer so they can make certain potential clients know the value of your brand. Yes, they might pay less with a competitor, but what does that get them? Don’t just focus on what they’re getting today, either. What can you deliver to your clients tomorrow? The future can be just as much of a selling point as the present.

Overall, you want your leads to see what they’re getting for their money. That includes the value of what they’re getting today as well as what you’ll be able to provide later. You may also want to work with your sales and product teams to create flexible plans, a la carte pricing options, and other budget-friendly solutions. This can help you provide value while also remaining competitive.

Leads Don’t Understand Their Needs

sales funnel drawing

Some potential leads may be ready to walk away because they don’t understand what you’re offering or how it will help them. They may not be certain what value they’re getting for their money, which can make them distrust your brand.

Part of your sales funnel needs to focus on understanding customers’ pain points, which often means helping the business determine what those points are. Some company leaders may not realize what their pain points are or may believe they understand them but truly don’t. This means your sales team training needs to include more than just how to market your products and services. Your team needs to be able to create a dialogue that involves learning about a potential client’s business, identifying their pain points, and demonstrating how what you offer will address those points.

At the end of such a discussion, a lead should understand not only what your brand can do for them but also why they need what you provide. This ties back into the value of your brand, too. If your brand can address and solve potential pain points, it’s going to be very valuable to potential customers. Show each lead the value you bring, and they are much more likely to sign on.

How Scaling Sands Can Help with Common and Uncommon Sales Challenges

Need some help understanding what sales challenges you’re facing? Are your business growth strategies failing you? Scaling Sales can help you determine what your barriers are and how you can overcome them. We will work with you to craft custom solutions that address your unique needs and challenges, allowing you to grow your client base and improve your overall profits.

Whether you’re facing some of the more common sales challenges or have unique issues affecting your conversions, we’re here for you. To learn more about what Scaling Sands can do for you, reach out today to schedule a consultation.

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