There is no such thing as a hard-and-fast rule when it comes to landing a sale, but there are a lot of myths out there. Below are a few mistruths I’ve heard from sales professionals over the years that need to be debunked. 

“The deal is closed”

You want to believe that your deal has closed the minute your lead tells you it has. Maybe the executive at the company you’ve been trying to sign sounds really enthusiastic over the phone and promises to send through finalizing paperwork within a matter of hours. You tell your boss and you both do a happy dance around the office, but then…crickets. It’s 5 p.m. on Friday and your email is empty. No deal.

Take heart. Every sales person has experienced this feeling of disappointment. Chances are good that your lead is probably talking to another company and maybe things sounded a little sweeter coming from your competitor. Just remember: a deal is never closed until the money is in the bank.

“Don’t reach out on the weekends”

Like it or not, our smart phones have become our third appendage. How often do you check your email in the evenings? Or on Saturday while waiting in line at the grocery store? It’s safe to assume that your lead is checking his or her email just as much and, especially if it is a time sensitive issue, wouldn’t mind if you reached out during off hours. That said, be cognizant not to call or email too early (like before 9 a.m.) or too late (like after 8 p.m.). Otherwise you are probably safe sending that email during the weekend. It all depends on your relationship with your prospect and the nature of the email you are sending. Just use your best judgment.

“Sales isn’t a number’s game”

There are those who subscribe to the notion that it is smart to focus only on the most qualified leads and to forget everyone else. I’m here to tell you that that is simply not the way to do business. Sales absolutely is a numbers game. The more you reach out, the more you will win.

“The customer always knows what they want”

There are few things better than being on the receiving end of a cold call from a potential lead. The person on the line may sound like he or she knows exactly what they want, when, in reality, they need some coaching. Sales is all about building relationships, so instead of going straight for the sale, try to get to know your prospect. What are their needs and wants? Why did they come to you? These questions can help you tailor your offerings to exactly what could really help them, which could be far removed from what they called you about in the first place. 

“Always be closing”

Remember Alec Baldwin’s famous scene in the 1992 adaptation of Glengarry Glen Ross where he explained the ABC’s of sales? I’ll take out a few choice words, but it went something like this, “A-B-C. A-Always, B-Be, C-Closing. Always be closing. ALWAYS BE CLOSING.” It’s hard to forget Baldwin’s insane intensity (ahem, anger?) while he screamed those lines.

 While that scene is undoubtedly burned into the minds of every sales professional over the age of 30, the message doesn’t necessarily ring true. The best performers are those people who show a human side to clients—not just the sales shark side—and aim to build lifelong partnerships/friendships. These are the people who let sales go when the lead isn’t a good fit and then watch those passed leads refer more business to you as a reward for your integrity. 

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