Sales is changing—fast. With AI, digital tools, and shifting buyer expectations, the margin for error is slim. In a recent episode, sales experts Mark Hunter and Meridith Elliott Powell dove into the biggest mistakes salespeople are making right now—and how to avoid them. Here’s what you need to know.
Overusing or Underusing AI
AI is one of the most powerful tools in sales today—and also one of the most misused. Some reps ignore it entirely. Others lean on it too heavily, creating robotic, impersonal communication.
Meridith explains: “If you overuse it, you can look really canned… nothing seems genuine or authentic.” Balance is key. Use AI to enhance your process—not replace your human touch.
Laziness: The Silent Deal Killer
According to Mark, the root of many sales issues is simple: laziness.
It shows up as failure to follow up, skipping preparation, or avoiding the uncomfortable work of discovery. “If we’re not following up, it’s a huge mistake,” he warns. Sales requires hustle, not autopilot.
Chasing the Sale Instead of Solving the Problem
Brynne Tillman nailed it: A major mistake is focusing on closing instead of helping. If you’re not actively identifying and solving your prospect’s problem, you’re just pushing a product.
Sales isn’t about showcasing features. It’s about providing clarity and value. Keep it simple. Understand the pain point. Deliver a solution.
Selling Without Simplicity
Complicated doesn’t close. In a cluttered world, clarity wins.
Meridith compares it to politics: “You can tell who’s going to win based on how simple the message is.” The same goes for sales. Cut the fluff. Make your message easy to understand and impossible to ignore.
Falling in Love With the Product
Many sales reps are too obsessed with their product. The result? They forget to ask: What does the customer actually need?
“It’s the outcome that matters,” Mark says. Reps stall deals when they fail to connect the product with the customer’s real-world goals.
Lack of Discipline and Consistency
Another common trap? Shiny object syndrome. Chasing new tools instead of sticking to fundamentals leads to scattered results.
Sales isn’t a sprint. It’s a lifestyle. Starting and stopping kills momentum. Stay consistent, even at a slower pace.
Winging Sales Calls
Jumping into a call unprepared is one of the fastest ways to lose a deal. Mark uses the flight crew analogy—every takeoff requires a checklist, no matter how many times they’ve flown.
Sales calls should be treated the same. Never assume you already know what the customer needs.
Failing to Validate Prospects
Not every lead is a true prospect. Just because someone downloaded your PDF doesn’t mean they’re ready to buy.
Mark warns: “Don’t get carried away with names in your CRM. Validate early.” Know who’s worth your time and who’s just browsing.
Forgetting Sales is Human-to-Human
Technology can’t replace connection. Whether it’s a video call or a simple voice message, adding a personal touch builds trust.
Meridith says, “If I can connect with you, I can sell you.” Use AI to plan, not to pitch. Always double-check its facts—getting industry info wrong can blow your credibility.
Lack of Ownership with Managers
One listener, Lenora, shared her frustration with a rigid manager. The hosts had a blunt but powerful message: You need to do what gets results—even if it ruffles feathers.
Meridith puts it this way: “Know the difference between getting slapped and getting shot. Do what gets the number.”
Failing to Self-Coach
Sales calls aren’t over when they end.
Top reps analyze their own performance, even after a win. Mark recommends using Zoom transcripts with tools like Fathom to ask: “How could I have brought more value?”
Self-coaching separates the good from the great.
Leading with Your Story, Not Theirs
One of the biggest presentation mistakes? Talking about yourself too soon.
Buyers don’t care about your company history. They care about their most urgent problem. Meridith says: “If I can’t get my computer to turn on, that’s all I care about right now.” Solve that first. Everything else can wait.
Over-Relying on Price
When reps skip real discovery, they often default to discounting.
Price becomes the crutch when you haven’t identified real urgency. Instead, understand what’s mission-critical for the customer. When you do, price fades into the background.
Ignoring the Power of Personal Branding
Buyers research before they reach out. If you’re invisible online, you’re invisible to them.
Meridith shared how a new client found her purely through AI. “If my content wasn’t out there, they never would have found me.” In today’s market, reputation precedes everything.
Following Up the Wrong Way
“Just checking in” emails don’t add value. Follow-up should build on your last conversation, offer insight, or ask a smart question.
If your follow-up is about you—not the customer—you’re doing it wrong.
Final Word: Sales Is About Adding Value
There’s a common thread through every mistake we’ve covered: salespeople forgetting to lead with value.
Be consistent. Be human. Be disciplined. Prepare. Use the tools—but don’t let them use you.
And above all, stay focused on solving the problem. The results will follow.
Lightning Round: Top 10 Ways to Use Client Testimonials
Question: Lanora from Toronto, Canada asks, “ I am struggling with my sales managers—I feel like he wants me to focus on the wrong sales strategies for our market and I have been doing HIS sales process for more than six months—and I am not getting results. I have tried to talk with him about my ideas – but he is NOT open. I am also about to go on a PIP for not hitting my numbers.. HELP what do I do?”
Book: Building A Story Brand 2.0 by Donald Miller
Join Mark and Meridith on June 23 for a dynamic conversation featuring special guest Sonia Dumas.
This session goes beyond AI as a tool—you’ll learn how to use AI as a strategic advantage