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I believe the number one reason a sales person over sells is his or her fear of rejection. It doesnt take a genius to recognize when a prospect is sold on the product, and i give the average salesperson credit for knowing that.
The typical salesperson is under the false impression that by attempting to close the sale, the prospect will be put on the spot and will say no. They will be offended by what could be interpreted as a high pressure selling tactic. So rather than risk facing the moment of truth, the salesperson continues.to sell when they should shut up.
Overselling is self defeating because it undermines what otherwise would have been an effective sales presentation.
The salesperson lack of confidence is contagious, and the prospect soon becomes leery and suspicious in making a buying decision. There mental gymnastics is: "Why does this person continues to sell me when i already want to buy? There must be something. he's trying to cover up. The more the salesperson sells, the smaller his chances of closing.