7 Misconceptions of Lower Third Salespeople

Misconception #2

My job as a salesperson is to make presentations. 

Then... it is up to the prospect to buy.


Selling is making presentations

Question to ask: How do you persuade a prospect to take action?

The Challenge 

Many Lower Third sales producers believe that "selling" is making a sales presentation.  Once they have given the presentation... their work is basically finished. Whether the prospect buys... that is up to the prospect. 

Your salespeople will quickly tell you the content they provide in their presentation.  But if you have earned their trust and you patiently listen, you will hear indications that they believe the actual work of selling is giving an enthusiastic presentation by:

  • Explaining the value proposition
  • Using visual aids & media effectively
  • Accurately answering questions...

After they finish the presentation (which may or may not include a call to action), well... then it's now up to the prospective buyer to make a buying decision. As a salesperson, they've done all they can


Let me ask you, the sales manager or business owner, after your salespeople deliver a good presentations about your products and services, have they done all they can to persuade prospective buyers to say YES?

Yes, understanding the product or service is the foundation of a prospect's buying decision. And yet, you have seen sophisticated prospects who understand what your products or services are and how they will benefit… and yet they still do not make a buying decision!! 

How do you explain that?

The challenge is the underlying premise of your Lower Third producers:

Educating a prospective buyer is the same as persuading that buyer to make a buying decision.  

Is that premise true? 

Or can prospective buyers fully understand the value proposition, have all of their questions answered... and yet still not buy?

It is important for you, the sales manager or business owner, to know that the presentation just one part of selling and that most of the "selling" often takes place after the presentation. 

The evidence of this truth is staring at you from your sales production chart.  Many of your Lower Third producers give the same basic presentation as your Top Third producers.  They cover the same information, use the same visuals...  

The education factor is similar.  So why do your Top Third producers sell so much more?  

You will learn the answers to that question later this series of free trainings, but for now... it is very important for you to get agreement from your Lower Third producers that selling is persuading, not just educating. That their job is to do more than just give a presentation and answer questions!

What is the best way to lead your Lower Third producers to this truth? 

By asking questions, rather than making statements. (For more information, see the free  "Simple Tool..." training at the top of the Home Page.)

"Tell me about a time that a salesperson tried to sell you something. All your questions were answered. You understood the value proposition, and yet you still didn't buy. Why not?"

Follow up questions can include: 

"Why didn't you buy?"

"What could this salesperson have said that would have enticed you to buy?"

As your salesperson answers these questions, you will learn more about how her or his mind works when making a buying decision. With Lower Third producers, you will discover that buying decisions are often quietly dramatic and unpleasant. 

This is useful information because Lower Third producers often project their buying experiences on to others.  Their assumption is, "Because I feel discomfort when I make a purchase, therefore all the prospects I see must feel the same discomfort."

Do you see how that assumption will limit a salesperson's persuasion efforts? 


After a salesperson agrees that selling is much more than educating, then you can introduce the idea that there's two general areas of  persuasion in their work as a professional salesperson. 

The first area is persuading prospective buyers about the value of your company's products and/or services. 

If they have been working for your company for any amount of time, they are probably good at doing this. At least good enough to get the sale if this second area is addressed...

The second area is persuading prospective buyers about making a decision. More specifically, making a buying decision now

Remind your salesperson: Many buyers are not good at many any decision. 

They are not good at deciding:

  • what clothes to wear each morning, 
  • what food to buy from the supermarket
  • what show to watch on TV 

Understanding this reality is the foundation of what separates the top third sales producers from the bottom third. 

The lower third sales producers give a presentation, answer questions, they wait and see what the other prospective buyer is going to do next,. And if the prospective buyer does not buy right away, they shrugged their shoulders and think to themselves I have done my job.  

Well, they have done the first part of the job. That is explaining the value proposition of the product or service. 

The second part of their job is persuading prospective buyers to take action.  Today. 

This begs the question, "What is selling?" And that is the topic of the next free training in this series... 

How to build trust

How you earn the trust of your sales team? 

If you asked me, my simplified answer would be that I have the best interests of the salesperson at heart. I want each salesperson to use the knowledge and skills they develop through my mentoring to excel in every area of their life. 

Building trust with your sales team is a combination of your words, actions and intentions, which your sales team can intuitively sense. 

As salespeople learn during my trainings, they have no secrets from their prospective customers.  If they don't like 

  • the customer 
  • their job 
  • or believe in the company's value proposition... 

the customer will know. 

The same is true for you. As a sales manager or business owner, your sales team are your customers and you have no secrets from them.  If you don't like a salesperson or believe they are a valuable part of your sales team, they will know. 

Building trust begin with you. 

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