7 Strategies to Avoid the Dreaded Sales Turnoff

Making a sale is crucial to business and, while we all make mistakes, there are ways to avoid those missteps and turn prospects into profits.There is nothing quite like the thrill of booking a sale. We work hard to get in front of new prospects, and when we do, we have our sights set on closing the deal. There are, however, mistakes that we all make, whether we have been in the events industry for years or are new to the profession, which can result in sending potential clients packing. While making mistakes is just a part of learning and growing both as a person and as a professional, the hope is that we will make a mistake once, and learn from it so that it doesn’t happen again. Here are seven things you can do to avoid the dreaded “sales turnoff”:1. Be patient. Do not rush to book prospective clients. Take the time to build trust and make a real connection with them. When eager to make the sale, professionals often move too quickly, not taking the time that is needed to establish trust. This is a surefire way to lose a sale.2. Be appropriate. Carry yourself with an elegant demeanor. Do not be overly familiar too early on in the process. It is okay to be funny, but know the limits. Show yourself to be a person of integrity, quality, good taste, and good sense. 3. Be smart. Do your homework before you meet with people. Know to whom you are talking. Do some research and have a sense of who they are and what they do. Find out everything you can about your prospective clients before you meet them. There is nothing worse than not knowing your audience when you are trying to tell them why they should work with you. If you have not done your due diligence, you can easily put your foot in your mouth and lose the sale.4. Be quick. If prospective clients call or email you to ask a question, get back to them immediately. Your response time sends a strong message about how the rest of their working relationship with you will go. It is a real turnoff to prospective clients when it looks as if their needs are not important to you. On this same topic, always be on time. Punctuality is everything. If you are late, it tells clients that you do not value them or their time and is a surefire turnoff.5. Be clear. Don’t underestimate or overestimate what your prospective clients know about the wedding planning process. Take the time to explain things in laymen’s terms. Don’t use industry jargon. Be clear, concise, and direct. Read facial cues to know if your client looks bored, confused, or excited and use this information to inform the direction of the conversation.6. Be confident. Clients want to know that you are confident in your ability to deliver a great event. If you appear insecure or nervous, your prospects will question your professionalism and capabilities. 7. Be quiet. Do your best to listen to what prospective clients have to say. Don’t talk too much. Ask questions, and let them talk about themselves. Don’t interrupt. Allow clients to tell you what they are seeking so that you have a clear grasp of their vision. Once you have made the sale, stop talking. The easiest way to lose a sale is to keep talking after you have made it!If you can master these tips, you will be well on your way to closing sales with your prospective clients. The more practice you have speaking to clients, the easier it will become to book the events that you want for your business. You can do it! Practice + Prospects = Profits! wpmMerryl Brown, CWP™, Merryl Brown Events, Santa Barbara, Calif.