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Business success is all about turning potential customers into actual customers. If you’re not quite landing the sale every time, then you could be making one of the following major sales mistakes.

Not Using Marketing Materials

One of the major sales mistakes you are making is not using your marketing materials. And you’re not alone in that. Did you know that up to 80% of marketing content goes unused by sales teams? Sales reps spend many hours making their own materials, and you should be putting those materials to use. Make sure that you take the time to hand out flyers or send out those mailers. Also, have your business cards at the ready. Marketing materials can only work if you get them out there into the world for potential customers to see.

Only Being a Yes Person

While it’s true that you always want to be friendly to potential customers, you don’t want to come across as a “yes” person. Of course, if a client asks for something, you will want to answer in the affirmative. However, consistently saying yes can set up false expectations or lead to situations where you won’t be able to follow through with the request, which will then make you look bad. What potential clients are really looking for are honesty and integrity. Be upfront with them about what you’re selling. Even when you can’t say yes to someone, you can always pivot to something that you can say yes to.

Forgetting the Follow Up

Lastly, one of the major mistakes you might be making is not following up with potential clients. Sometimes it’s easy to get caught up in the preparations, presentations, and sales meetings and calls and then feel as if your job is done. But making that first contact with a client is only the beginning. To really land a sale, you must remember to follow through. It’s recommended that you send a follow-up email or make a follow-up call about two days after your meeting. A simple “thank you” or “it was nice to meet you” will suffice. You should also encourage them to ask any questions or voice concerns that they may have. That way you’re opening a dialogue that will hopefully lead to a sale.


If you’re not using your marketing materials, acting like a yes person, and not following up with potential leads, then you’re making a major sales mistake. But the good news is that now you know and can start changing the way you do business.

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