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Are we copying sales’ mistakes?

A podcast I listened to recently listed the biggest errors in sales presentations, based on a research study. It made a lot of sense.

The number three mistake participants admitted to was that they concluded at the end of a presentation, but did not close. At number two, people confessed they were far too informative rather than persuasive. And at the top? The biggest error, they said, was in ‘winging’ the presentation rather than preparing thoroughly. Interestingly, the top three were the same regardless of the research participants’ experience.

I have very little experience or ability in sales, but I do know that much of our marketing copywriting is to create content that takes the place of sales presentations, because customers are increasingly making decisions without contacting us. We should take on board whatever we can from any insights into the sales process.