What are some of the common mistakes that retail sales professionals make in negotiation and persuasion?

1 Not listening

One of the biggest mistakes you can make in negotiation and persuasion is not listening to your customer. Listening is not just about hearing what they say, but also understanding their needs, preferences, emotions, and objections. By listening actively, you can build rapport, show empathy, and uncover opportunities to offer value and solutions. To improve your listening skills, ask open-ended questions, paraphrase what you hear, and use verbal and non-verbal cues to show interest and attention.

2 Being pushy

Another common mistake is being too pushy or aggressive in your sales approach. This can backfire and make your customer feel pressured, annoyed, or defensive. Instead of trying to force your customer to buy, you should focus on creating a positive and trusting relationship, where you help them make an informed and confident decision. To avoid being pushy, use a consultative style, respect your customer's pace and readiness, and avoid manipulative tactics like false scarcity or urgency.

3 Not adapting

A third mistake is not adapting your negotiation and persuasion style to your customer's personality and situation. Different customers have different preferences, motivations, and communication styles, and you need to adjust your tone, language, and strategy accordingly. For example, some customers may prefer a direct and factual approach, while others may respond better to a friendly and emotional one. To adapt your style, observe your customer's behavior, listen to their cues, and use the DISC model to identify their dominant style.

4 Not knowing your value

A fourth mistake is not knowing your value proposition and how to communicate it effectively. Your value proposition is the unique benefit that your product or service provides to your customer, and why they should choose you over your competitors. If you don't know your value proposition, or if you can't articulate it clearly and convincingly, you will have a hard time persuading your customer to buy. To know your value proposition, research your product or service features, benefits, and differentiators, and use the FAB model to structure your pitch.

5 Not handling objections

A fifth mistake is not handling objections properly or at all. Objections are inevitable in any sales process, and they are not necessarily a sign of rejection or failure. In fact, they can be an opportunity to address your customer's concerns, provide more information, and reinforce your value proposition. However, if you ignore, dismiss, or argue with your customer's objections, you will lose their trust and interest. To handle objections, use the LAER model: listen, acknowledge, explore, and respond.

6 Not closing

A final mistake is not closing the sale or asking for the order. Closing is the ultimate goal of any negotiation and persuasion process, and it requires skill and confidence. If you don't close the sale, you will miss the chance to secure the deal and satisfy your customer. To close the sale, use the ABC method: always be closing. This means that you should constantly look for buying signals, use trial closes, and ask for the order when the time is right.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?