By Jill Konrath, Contributing Editor
New products and services are the lifeblood of organizations. The sales force eagerly awaits their arrival, hoping for a short-term competitive edge in a cut-throat marketplace. Yet when new products or services are launched, many sellers become their own worst enemy. They make these seven critical mistakes that slow down or even totally derail their best sales efforts.
Mistake 1: Ungrounded in Reality
If a salesperson isn't totally familiar with how customers handle things without their new product or service, they're at a major disadvantage. If they don't understand the likely problems customers experience because of their current product or method, as well as the implications for their business, their ability to create value is severely hampered. Without knowledge of the pay-off customers get from using the new product or service, salespeople aren't able to sell with confidence or handle tough obstacles.
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