Mohamed Al-Ashwal Reveals a Common Sales Mistake That Costs Deals

Mohamed Al-Ashwal, an expert in business development and corporate sales consulting, shared a common scenario: "The client listened very attentively, and in the end, they told you: 'I'll think about it.'" He explained in a Facebook post that this situation can give sales teams a false impression that the client is genuinely interested. However, the reality might be quite different. This type of interaction doesn't necessarily mean a real intention to buy; it often happens when the client hasn't truly grasped the actual value of the offer presented to them. He clarified that one of the most common mistakes in sales deals is when sales teams focus on explaining features instead of highlighting the real benefits and value for the customer. Mohamed Al-Ashwal gave an example: "If you're selling a Customer Relationship Management (CRM) system or a sales system, and you say: 'The system has a dashboard, reports, and automatic follow-up,' you're only describing what the product contains. You're not explaining the actual benefit to the client." He continued, "The stronger and more impactful phrasing would be: 'The system will help you follow up on every lead at the right time, so you don't lose sales opportunities due to forgotten follow-ups.'" He explained that the difference between the two approaches is that the first focuses on "what's inside the product," while the second translates that into a "tangible value and result" that the customer understands immediately. Mohamed Al-Ashwal emphasized that customers don't buy the product itself; they buy the impact that product will have on their business or their lives. He also added that another common mistake in sales is wasting time with unsuitable or unqualified leads, which leads to a loss of effort and real opportunities.