GREAT entrepreneurs don't necessarily have to be natural born sellers to get their share of the market.

Most people are daunted by the sales side of their business and can often shy away from making new contacts or cold calling.

But I am a strong believer that with the right attitude and a good bit of planning, almost anyone can succeed in sales.

The two of the most important factors are a friendly, sincere and open manner, coupled with a good ear. People should not be frightened of selling their products or services. Very often it is seen as an arduous task and people put it off. Often its fear of rejection or fear of invading people's space.

Even the most out-going people can be frightened of sales but it doesn't need to be that way.

If you believe in what you are selling then so too will the people you are selling to - in fact you have a duty to spread the word!

One of the major mistakes is being too focussed on your sales pitch and not listening and reacting to the customer.

You must find out what your customers' needs are and then adapt your sales pitch to give the right solution for them.

Here's how you can avoid the pitfalls and grab the attention and interest of your customers.

Top 10 Sales Mistakes

1. Too busy

Always undertake some level of pro-active business development, even when you're busy. This is the best time to look for future business, when you least need it and are less desperate.

2. Lack of Passion or Belief

Failure to be passionate about and believe in the value of your product or service will always result in a lack of ability to get the client interested. We buy from people we like, trust and believe in. It's vital to bring your positive personality to the sales table.

3. "Winging it!"

You should always plan your success and never leave sales to luck. Prepare what you can and be flexible and spontaneous in the areas you can't.

4. No customer focus

Don't talk about what you do - but rather what you can do for the customer. How do you impact on their life/business, what pain do you take away or what value or advantage do you give? Which leads on to.

5. Talking too much

Too many sales people do all the talking and forget to listen to or involve the customer. If you are to truly provide worthwhile solutions that customers relate to, then you must listen to and understand them.

6. Generalising

Too many people go into standard presentations where they list all the FAB's (feature and benefits) which is counter-productive. The skill is to pull out the points that are truly relevant to your customer and their business.

7. Failing to handle objections

Even the best sales person will encounter objections - it's often a sign that the buyer is really interested. In some cases you might be best off being the one to bring them up. Go on the offensive, rather than be defensive and never argue with the prospect.

8. Failing to ask for the business

Many people are great at chats and meetings and getting on really well with the buyer but get distracted and fail to close. Again, you need to always remember to be leading the customer towards a logical conclusion - a sale or commitment.

9. Being too pushy

Don't try to sell too quickly before the buyer has understood the value of your product. You have to be getting the right vibes from the customer to demonstrate they understand you and your value. If they are still unsure or confused, they won't buy so don't attempt to close.

10. Poor follow-up

Ok you've had a great meeting, now what? Do you do what you said you'd do, when you said you would? Remember the golden rule - under promise and over deliver. Remember a quick thank you e-mail and summary or follow-up call, if the next step is going to take a while. Stay in touch and keep things warm. A sale is never a sale until the money is in the bank!

About the Author

Jackie Wade is Managing Director of Winning Sales based in the North East of England. She was formerly Head of International Sales at Slendertone before starting up the Professional Sales Academy, intensive sales courses that teach entrepreneurs how to capitalise on sales. She was born in Dublin and is married with two children.