Sales Lies are very common. More than meets the eye. They appear on several occasions and sometimes seem to be an indisputable truth.

They can appear within companies, with practices that are not the most correct, such as being externalized, in contact with customers.

All of them, obviously, are bad. After all, it is a deviation, a blur of reality. And working like this is not good for anyone.

Neither for the companies nor for the professionals involved in the commercial routine.

Therefore, sales lies must, of course, be avoided. But, for that, it is necessary to understand which ones are more common.

That’s the mission of today’s post: list the most common lies in sales and why this should be avoided.

Let’s check it out?

Good reading!

Sales lies: why is this dangerous for the company?

Sales lies, sales myths

Sales lies are very common. And they are constantly present in our daily lives.

In the same proportion that they are out there, they are equally dangerous. If not in the short, medium or long term.

Here we do not refer to the lies told to customers. Because, it can never be considered to simply close a sale.

Lying to the customer, even if it is a small sales lie, is wrong at all times.

We want to address here the misconceptions that one has within the sales sector or a sales process.

The biggest consequence we can draw from this is, perhaps, the most obvious of all: the customer’s frustration.

Lies make the sales routine misleading: you work in a way, you are convinced that it is the right one, but the results do not appear.

You cannot achieve your goals and objectives. And this is repeated month after month. Sales lies have to do with factors that are overlooked.

Reflections are everywhere:

12 most common sales myths and lies in companies

Sales lies, sales myths

Many are the myths that surround the day to day sales. It may not be clear from the start, but they do damage sales performance.

Perhaps some of the 12 sales lies we have listed are present in your routine.

Or else, be something you have a belief in. But, believe me: they hinder your performance as a professional and prevent you and the company from growing.

See the sales myths we’ve separated and understand why they should be avoided:

1 – To sell you need luck

Sales lies, sales myths

It makes no sense for a salesperson to say that he was unable to close a sale because he was unlucky.

Selling is not and never will be (with very few exceptions) a matter of luck or bad luck. It is a method. Of attitude. Of patience. Of organization. And focus.

Sales will not fall from the sky. Therefore, it is necessary to be committed and willing to apply the sales methodologies that make the most sense.

To create a true customer relationship. Strong. Lasting.

This will lead the customer on their purchase journey on solid ground that you have built.

It takes time and dedication to perfect negotiation techniques.

Especially because, if it were a matter of luck, anyone could sell, right? And it is not so in reality.

So this is one of the many sales lies out there.

2 – Selling is a gift: you either have it or you don’t

Sales lies, sales myths

As much as you have resourcefulness early and there was already a salesman awakening in you, that would not be enough for you to become a professional (and a good one).

Let’s say that it may even be true, that it is a gift. But talent would not take you alone.

It is necessary to qualify constantly. Always improve yourself. And nothing better than training, a lot of sales training right now.

After all, a successful salesperson will only be one who can be clear and consultative to meet the needs of his potential client.

You agree with that, right?

So, you always need to be in tune with what your consumers demand. With that the market preaches and shows as necessary.

And you, the manager who is slow on this content, it is up to you to give the necessary conditions so that your teams are always one step ahead of the competition.

Otherwise, this will be one of the sales lies that will remain true in your company.

3 – Metrics are not important

Sales lies, sales myths

“Ah, I have been selling for 30 years, I know very well what to do and what customers want”.


Empirical knowledge is important. But technology impacts our lives on a daily basis.

Literally overnight what we had for conviction or as good practice can stop being.

And you need to be in real time aware of all this. That’s why sales metrics are so important.

As long as, of course, you have a sales system that gives you the numbers that are really relevant.

Bargaining power (except for rare markets) is now in the hands of customers. They can choose where to consume.

And companies that have an oiled process, with a focus on the customer and his success with the brand, will win more customers – this from the first contact.

Therefore, analyze your numbers at all times, in all actions of your sales force.

Have a CRM and a marketing automation platform that shows how you are performing.

And take steps to improve the bottlenecks that will inevitably appear.

Oh, and of course: don’t forget to integrate both tools to ensure agility in the process.

4 – Organization is not essential

Sales lies, sales myths

Getting organized is a requirement for basically everything in life. For sales, then, this remains true.

Having organization is knowing exactly what stage each negotiation you have is at.

It is knowing if you have already sent an email with important content, or with the proposal.

More than that: to know if they have already been opened by the customer. And, if it was and you didn’t get an answer, realize it right away and act immediately.

Organization is to fulfill all the necessary steps to make a sale, respecting the customer’s purchase journey.

That’s to say the least. After all, the sales process must necessarily be organized and focused on the customer.

As much as you got here working in a certain way, it doesn’t mean that you will be able to go ahead like that, right?

5 – Technology makes no difference

Sales lies, sales myths

It actually does and a lot. And at all times basically.

Everything we talked about in the last 2 topics is basically impossible to happen without companies going through the digital transformation in their processes.

Technology makes it possible to have precise figures on the quality of the work that is performed.

And it is fundamental in sales management: it allows managers to see, control and accelerate their opportunities – and also their teams.

It’s critical to productivity and, well, one thing leads to another, right?

If you produce more, the tendency is to sell more – and faster. And, if that happens, you reduce the CAC and also the sales cycle of your business.

6 – Having goals hurts more than helps

Sales lies, sales myths

Another sales lie is to think that goals set at the end of a day, week or month are more difficult than they help.

You can think like this: “oh, I just always sell as much as I can and everything is fine”.

Good salespeople challenge themselves. And nothing better than setting high, bold goals and objectives.

But, of course (and that’s up to the sales manager as well): don’t overdo it.

The company needs, based on internal and market knowledge, to put possible numbers to be reached.

Too bold goals can be very difficult to achieve, which can cause frustration in one or more team members.

And nobody wants that, right? To be productive you need to be up to date with your professional motivation.

Therefore, setting goals for activities to be done is the first way: of emails to be sent, calls, etc.

7 – To sell you need to talk a lot

Sales lies, sales myths

“Speaking at the elbows” is not the way to sell more and better. On the contrary.

One of the most interesting sales techniques is to practice the so-called “active listening”.

And whenever you intercede, do so by generating value and / or asking open-ended questions.

This is important for you to have qualitative information, which will help you understand the reality and needs of the customer.

What is essential to adapt the speech, directing exactly the pain that your client has, being didactic and advisory to say exactly how you can help him.

You can also, from there, trigger some interesting mental triggers that show that your solution is a must, but at the same time scarce.

That is, he needs to make an agile decision making, to ensure that the perfect solution (which is yours!) Is not lost.

But you will only be able to put these sales strategies into practice when you hear more than talk.

8 – The customer’s “no” is the end of everything

Sales lies, sales myths

No salesperson wants to force the customer to say “yes” and complete the purchase. However, an initial denial does not mean the end of the relationship or the negotiation.

There are cases and cases. For example, if the customer says that he cannot buy at the moment, no problem.

You, within your CRM system, will schedule an alert with a linked activity for a future date.

So, if the customer says: “look, I’m not interested now, but call me in about 5 months”.

You already know what to do, right? Schedule a task to contact you on the requested date.

And in the meantime, keep relating to him. Share good materials by email, making sure he keeps reminding you and why you are a reference in what you do.

If the customer says an almost definite “no”, leave it on your weekly newsletter list.

Keep sending good content and maintaining this relationship between you.

You are there, showing yourself, constantly reminding yourself that you are there and that you are still doing a good job.

It is the way that when the consumer feels the need again, he will come to you.

9 – Price and discount are the factors that weigh the most

Sales lies, sales myths

You can’t deny that price is a deciding factor – and it weighs much more for some customers than for others.

But this cannot be (and in fact never will be) the biggest weight factor.

You have to sell value. Being able to show how valuable your product or service is.

That is why it is important to practice the “active listening” that we mentioned earlier. For you will understand the pain and show, point by point, how you can solve it.

This is showing the value of what you have. If you succeed, the price will not weigh.

The customer wants to have their problem solved and also be sure that they are paying a fair price for something that really helps.

This is the perfect macth.

But, of course, if he still has a barrier to close, leave that discount in your sleeve.

However, offer it with one condition: close today – or until the end of the week, at most.

10 – Good product sells itself

Sales lies, sales myths

This is one of the sales lies that may be more propagated.

It is obvious that a good product has an advantage over a bad product – it doesn’t even have to be said.

And having a good product or service is also a must for any company.

However, let’s skip the clichés. That’s because your prospect will only really understand that the solution you sell is really a must if the seller does the job well.

It is necessary, at all stages of the funnel, to dedicate yourself and seek to generate value for those who do business with you.

Deliver good content, be didactic when clarifying doubts. Share successful cases and tell how you helped a customer.

And then, when that person is actually in contact with your product or service, everything you said will make sense.

It will materialize: the practice added to the theory will make the experience positive from the beginning.

Then we can say that the sale will be a (practically) inevitable consequence.

11 – It is wrong to “pressure” the customer

Sales lies, sales myths

Pressing, in the bad sense of the word, is wrong. But that is not the way we want to go.

Here, it is much more a close monitoring, even a “rush” of the client.

It is what, inside the sales funnel, is called follow up. The monitoring of an action that is pending response.

So, you call or email whenever you need a feedback on your business proposal or contract.

Activate the urgency and / or scarcity trigger, saying that that condition is for an immediate closure.

Or that they are the last units – that are reserved exclusively for them.

It is a mission that must be done.

You will be surprised at how many opportunities you will be able to accelerate or even recover if you put this “pressure” on the customer.

And if you do this within your CRM, you will have alerts whenever it is time to do this task.

12 – Following a closed script is ideal

Sales lies, sales myths

Ready sales scripts are important and speed up much of your interactions with customers.

For follow up steps or for a cold email or cold call 2.0, it makes perfect sense.

However, following a closed script when selling, demonstrating your product or service is a “shot in the foot”.

That’s because it will obviously be clear that you only care about your sale.

That you are ignoring the pain that the client is sharing with you (it is not always easy to get him to speak).

So again: listen. Listen well. Listen a lot. And know well what you sell.

Within your sales playbook you will know the terms on which the sale needs to take place.

In other words, there are things that need to be said to know if the customer has an agreement with the business.

But other than that: personalize the speech. Show that you are interested in solving your customer’s problems.

If that happens, you will definitely have gained his trust and will be striding to seal the sale.

So, how can we help you?

If you are unsure about the article or want to share other sales lies with us, speak to a consultant.

Enjoy and read two articles that will help you have more rounded and targeted processes for your client.

The first talks about how to delight the customer all the time within your company.

The second covers some important sales tactics for all businesses.

Good sales!

A hug from CWT, your CRM. #RunCWT