'3 classic sales mistakes' - Dylis Guyan (TALKING SALES 87)

"Common mistakes in attracting, converting and retaining customers" - Interview by John Smibert

In this interview international sales and marketing expert Dylis Guyan makes selling sound easy. We just have to know the A to Z of the 'Attraction, Conversion, Retention' sales process and learn how to progress through those steps "with a healthy dose of inspiration and motivation thrown in". She says it's like driving a car - you have to learn the steps before you can drive.

She says that too often we hire the extrovert individual who presents well at the interview - we then train them in the A to Z of the product and the company - and then expect them to sell - and we wonder why they are not successful.

She emphasised that that there a three key mistakes many salespeople and business owners make when selling; 1. they give up too soon, 2. They talk about their company and product, and 3. They don't deploy a strategy.

I asked her to come back and talk more about how to sell properly and to elaborate on those three mistakes in future interviews. She promised she would. See her full interview above.

Dylis Guyan is based in Oxford, England and is an international sales and marketing expert, trainer, coach and speaker. She is also founder of the B2B Sales Academy.