Home topics small-business-resources sales-and-marketing Marketing Starting Marketing Common selling mistakes small businesses make and how to avoid them Steve Jensen July 2, 2009 In such a tough financial climate, many small businesses are suffering from the sales blues . With customers curbing their spending, businesses are resorting to cheesy sales techniques to close the deal. Nothing could be more repulsive or deter a client more, and as a result they will take their business elsewhere. All it takes to revive that bottom line is some simple but effective communication . Clearly, the primary objective is for your business to survive in tough times or if you’re innovative enough, actually capitalise on the current climate. No cash, no company – we get that. But knee jerk reactions or begging isn’t going to do you any favours when it comes to closing deals. Don’t turn to desperation, turn to communication: Ask questions : Spend enough time asking the customer questions and find out the emotional reason why they should buy. People buy emotionally and then back it up logically. This is not a natural talent, it’s a skill that can be learnt. If you feel your staff can’t do this – train them – as this is one of the most fundamental basics to selling. Open right: Stop focusing on the close and open more effectively. Get a process using the visual, auditory and kinaesthetic process. Most adults use one of these three methods as their predominant means to understand communication. Using