Sales Shortcuts All Reps Should Avoid

BY Jessica Helinski
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Shortcuts can help time-​strapped reps do things more efficiently and quickly. But, some shortcuts in sales should be avoided. “Not all shortcuts are created equal," HubSpot’s Aja Frost writes in a recent article. While some, like scheduled emails, can be incredibly helpful, “Others save you time but damage your results.” She shares a list of shortcuts that will only cause you to do more work in the long run.

One big no-​no is researching a prospect during the actual call. This multitasking may seem harmless, but you’re shortchanging yourself (and the prospect). “If you’re scrolling through their LinkedIn profile and company website, you can’t pay attention to what they’re saying,” she explains. You are likely missing out on important information that you need. Plus, you’ll sound distracted, which will be evident to the prospect. Instead, always devote some time to pre-​call research.

Another shortcut to avoid is conducting a demo during a discovery call. Reps may think it makes sense to use one call to knock out two tasks but doing so only rushes things. Devote discovery calls only to learning about the prospect, his or her needs, and how you can help. Once you make that call, use the time before the first demo to match your offerings to the prospect’s situation. Only then, with that insight, should you offer a demo. As Frost points out, “Your demo should be highly customized to your audience’s needs, desires, and goals — and you can’t achieve that level of customization without doing prep work.” So, while it may be tempting to toss in a demo during that first call, be patient.

Check out the rest of Frost’s article to see if it includes any of your own time-​saving tactics. While they may seem like brilliant shortcuts, all they do is create more work for you in the future. Some may even cost you valuable insights or, worse, show prospects and clients that you cut corners. Be true to the sales process, and as Frost writes, “success will come to you.”