The following mistakes are to blame for losing the most sales.

In reverse order, here they are:

7. Depending solely on the capabilities of your products or services to seal the deal. The problem: Not many companies have a unique enough product or service to simply blow the competition away. So companies must differentiate their products or services in ways that convey value to customers.

6. Salespeople are afraid to get out of their comfort zones — and be more persistent or persuasive, push past gatekeepers to find the real decision makers, pick up the phone and make more cold calls, etc. Some are fearful of calling executive-level buyers or become intimidated when selling against tough competition. Unfortunately, few comfortable places exist anymore for salespeople who aren’t willing to challenge themselves.

5. Not knowing the competition. Some companies get outsold because their reps don’t know anything about the salespeople competing against them for the same business — not their names, not how they sell, not whether they’re new to the job or highly experienced, nor what they are likely to do to win business. That’s selling blind — and it doesn’t work.

4. Depending too much or too little on relationships. Relationship selling isn’t enough anymore. If a company can’t prove ROI, being friendly with buyers won’t close future sales. On the other hand, it’s always a good idea to build relationships with those who can influence buying decisions, as well as the main decision makers themselves. The key is to develop strong relationships throughout your industry without counting on them to close sales for you.

3. Not having a plan to win. To succeed, both sales and marketing pros need an objective, something to aim for. This requires planning — not just talk.

2.  Not understanding customers’ businesses. Successful companies have two things in common: They heavily research customers’ businesses, and they are passionate about solving customers’ problems.

1. Failing to develop the skills and traits required to win. The skills required for sales success today are different from what they were even a few years ago. Salespeople have to be better researchers, problem solvers and leaders than their competitors. Winning a sale today requires knowledge, planning and precise execution from beginning to end. Successful companies offer greater and more meaningful service to their customers than the competition, and they know their competitors’ next moves — so they can beat them to the punch.

Adapted from “How Winners Sell” by Dave Stein.

Tags: 7 deadly sins, cold calls, lose sales, marketing, planning, research, ROI, sales, sins, Value