Top 10 Sales Clichés

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Commercial activity is one of the most primordial practices of humanity, having appeared in Antiquity (BC), it was practiced for centuries, by various peoples and civilizations, until it reaches the present day. Because it’s so old, most people have a preconception about sales and the salesperson’s profession, but sales myths don’t always reflect reality!

The biggest myths about sales

In fact, believing in a pre-established idea, without questioning it, can undermine your ability. Based on the main points of common sense about the commercial sector, we list – and deny –  the 10 biggest myths about sales:

1 – Selling is an innate skill

This is one of the biggest myths about sales, it’s impossible to have never heard of it before. Therefore, it is noteworthy: a successful salesperson is one who is trained in his area, just like any other professional. Leading companies, from nearly every industry, provide training and development programs for their employees.

Expert sellers are known to spend a lot of time perfecting methodologies and techniques. Therefore, no one is “born a salesperson”, sales success comes from training, not genetics.

The IEV offers a catalog of solutions, courses and training to train not only salespeople, but also managers and entrepreneurs, to face the increasingly challenging commercial market. Get to know it here.

2 – Salespeople are good speakers

The ability of a good salesperson is much more related to the act of listening than talking. Successful salespeople are excellent listeners, they pay close attention to customers in order to gain a clear understanding of their needs.

Instead of talking through the elbows, they ask the right questions – and write everything down.

3 – Tricks to sell

There is no sales formula or trick that will work with any customer in any situation. What there are are sales techniques that can be improved with practice, such as mental triggers, but they need to be used – or not – depending on the context.

Furthermore, it is no use having all the techniques in the world, but not knowing how to detect opportunities to use them. Thus, the existence of a “knack” is also part of the myths about sales.

4 – Sell anything to anyone

The conception that a good salesperson can sell anything to anyone is one of the most common, but not necessarily true.

A competent salesperson can indeed achieve goals with any type of product, as long as they have prior knowledge about it, the correct strategy for that segment and at least a basic notion of the customer profile. This is one of the reasons why market research is so relevant, for example.

Selling to anyone is also a myth. If the customer does not need the product, it is best to shift the focus to those who really need it. Although he is interested, but with some reluctance, successful sellers know that there is no way to force him to buy the merchandise.

5 – It is necessary to say what the customer wants to hear

Myth. A salesperson who only says what the customer wants to hear may sell, but he will be acting unethically. The correct thing is to inform customers when a particular product or service is not the best fit for the situation. Thus, you will gain trust and respect from your interlocutor, taking a further step towards loyalty.

Do not make false advertising, with access to information much easier, you can also be disproved in seconds. Here at  IEV, we cherish the truth above all else.

6 – More contacts mean more sales

Having lots of contacts is not directly related to selling more. In simpler businesses, such as high street retail, it may even be that more approaches lead to more chances of selling, but the extent to which the complexity increases, the less this thought applies.

More complex sales involve more decision makers and a greater investment, because of this, the sales team needs to be dedicated to the purchase cycle, understand the needs and show value to the customer. Quality counts more than quantity at this point, getting leads right is better than just going on a relentless quest to acquire them.

Furthermore, working on the clients you already have in your portfolio and recovering inactive ones  can be interesting.

7 – Objections are a sign of interest

When the customer asks a lot of questions, objections, it is a sign that he is interested, right?


The objection occurs because the salesperson did not capture the customer’s real needs and presented something inappropriate. Or it has not convincingly explained all the benefits of the product and the effort should be made to make the approach clearer.

In addition to the possible lack of communication, the customer may be making many objections to not buying, in this case, it’s time to move on. So, evaluate the situation very carefully to see if this is one of the biggest myths about sales.

8 – The lower the price, the more it sells

Believe me, price should be one of the least important factors in a sale. It is not enough to offer low prices for products and/or services that customers cannot perceive the advantages.

The focus should be on value, on explicit and implicit features, on what the use of the product can provide, on manufacturing quality, so the customer will want to buy it, even if they have to pay a little more for it.

9 – The priority must be the large customer

There was a time when this myth could be true, but these days, big accounts are no longer the answer to increasing profits.

Midsize customers, especially those operating in emerging markets, may represent a better proposition: decision makers are more accessible and the deal closes faster, which means a shorter purchase cycle for the commercial. With more time, it is possible to close with other customers and maximize earnings.

The ideal is to treat all customers in the same way, from the smallest to the largest in your portfolio, as experience and loyalty are the top concepts of our era.

10 – Anything goes to convert

Definitely another one of the sales myths!

Based on the above points, you can already see that using aggressive, manipulative, and superficial sales tactics is in the past. It may even be that the sale is made, but in the long run, the customer is lost.

Today, sales are much more consultative, focused on helping customers’ lives and being a differentiator in the market. The seller needs to constantly specialize, keeping up to date. No wonder the profession occupies third place in the  ranking  of the fastest growing ones today, even though it is one of the oldest in the world.

Sales Myths: Why Not Believe

As you can see, believing the sales myths is a big shot in the foot and prevents you from improving your performance as a salesperson. Most of these preconceived ideas have a defeatist mentality and even believe in things that don’t make much difference in trading.