We have all heard the statement, “If you don't learn from past mistakes, you are doomed to repeat them.” So let's take a look at some common sales mistakes made by most producers at some time in their careers.

1. You sell price instead of value and solutions

Sooner or later, customers will want to know the price of what they buy. All too often you follow your prospects' leads and talk prices. But prospects don't buy price, they buy value and solutions. What good is the cheapest program if it fails to deliver on its promise? Very often what is perceived as a price objection is actually an absence of value or a request for more information. Price objections can be dealt with more effectively by postponing price talk until after you uncover the prospects' issues and needs and have demonstrated the value of your proposals or programs. If prospects are informed of price too early, they can make instant judgments that can close their minds toward your ideas.

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