????本文與《創業者》雜志（Entrepreneur）合作。下文最初發表于Entrepreneur.com。

????羅伯特?赫賈維奇將上門推銷比作邀請別人約會。對于許多銷售人員而言，尤其是新手，一旦對失敗的恐懼占據上風，銷售必然以失敗告終。“不”這個令人畏懼的單音節詞，會打垮一個人的自信，粉碎一個人的自尊。但我們不應該被別人的拒絕擊敗，尤其是銷售從業者。他認為，如果你無法應對拒絕，那只能證明你選錯了職業。

????赫賈維奇在《贏的意志：領先，競爭，成功》（The Will to Win: Leading, Competing, Succeeding，加拿大哈珀柯林斯出版集團（HarperCollins）出版，2013年）一書中寫道：“對拒絕太過敏感，會變成一種毀滅性的病毒。”他表示，為了從失敗中振作起來，你必須甩掉它，對自己說“下一個！”，然后繼續斗志昂揚地為下一個機會而努力。

????赫賈維奇最初在多倫多創建互聯網安全初創公司赫賈維奇集團（The Herjavec Group）時，公司僅有3名員工，但他卻夢想為加拿大最復雜的網絡提供安全保護。11年后，這家公司已經成為業內領先的IT安全提供商，現擁有275名員工，營收額有望在年底前達到 2億美元。

????但公司的發展歷程也并非一帆風順。一路走來，赫賈維奇親眼目睹銷售人員犯下種種錯誤，而對拒絕的過度敏感，遠遠算不上是最嚴重的問題。

????以下是他提出的五大銷售錯誤，以及如何避免這些錯誤的建議：

????1. 沒有針對受眾量身設計銷售說辭。

????赫賈維奇表示，向正確的客戶傳達錯誤信息，或者將正確的信息傳達給錯誤的客戶，是如今銷售界普遍存在的問題。他說道：“銷售人員并沒有根據客戶量身設計銷售說辭，以至于最后都不知道自己為什么會失敗。你的首要目標，應該是保證自己要傳達的信息，適合正確的受眾。比如在向CEO銷售與向董事銷售時，需要傳達的信息肯定有所不同。”

????要提高交易成功的機會，赫賈維奇建議，銷售人員需要對客戶的具體需求和快樂點（而不是痛苦點，因為“痛苦并不好玩，不論是你自己的還是別人的痛苦”）進行一番調研，然后對癥下藥，對你的銷售說辭進行個性化設計。

????“甚至在你還沒有打算去某個地方推銷之前，你就必須確定那里存在一種明確界定的需求。”

????2. 向非決策者者推銷

????不要浪費時間，去游說沒有購買權力的客戶。相反，赫賈維奇建議，在微笑著按門鈴之前，應該提前核對等會開門那個人是否擁有購買決策權。

????他在《贏的意志》一書中寫道：“一般而言，最好的做法是與決策層的某個人預約一次銷售會議，對方的職位越高越好。”他警告說，如果不行，你就必須得重新拜訪最初聯系人的上司。此外，越級聯系“或許會讓對方反感，進而有可能危及未來你們之間良好的合作關系。”所以，要提前進行盡職調查，并要記住，一點小疏漏便可能讓銷售泡湯。

????This post is in partnership with Entrepreneur. The article below was originally published at Entrepreneur.com.

????By Kim LachanceSandrow, Entrepreneur.com

????Robert Herjavec equates making a sales call to asking someone out on a date. For many salespeople, especially newbies, once the fear of striking out takes hold, it’s over. In a single syllable, the dreaded “no” saps confidence and shatters egos. But it shouldn’t, particularly not if you’re in sales. He says if you can’t handle rejection, you’re in the wrong business.

????“Being overly sensitive to rejection can become a destructive virus,” Herjavec writes in his book The Will to Win: Leading, Competing, Succeeding (HarperCollins Canada, 2013). To bounce back from a missed sale, he says you have to shake it off, say “Next!” and steamroll on to the next opportunity.

????Herjavec launched his Toronto-based Internet security startup, The Herjavec Group, with only three employees and a dream of securing some of Canada’s most complex networks. Almost 11 years later, the firm is now one of the country’s leading IT security providers, 275 workers strong and on track to rack up $200 million in sales before year’s end.

????It hasn’t always been smooth sailing, though. Along the way, Herjavec has seen salespeople commit a tangle of sales sins — and being thin-skinned about rejection is far from the worst.

????Here’s his view of the top five sales mistakes and his advice on how to avoid them:

????1. Not tailoring your sales pitch to your audience.

????Delivering the wrong message to the right customer, or the right message to the wrong customer is a problem that’s rife in sales today, Herjavec says. “People fail to customize their sales pitch to the customer and then they wonder why they lose the sale,” he says. “Your Goal No. 1 should be making sure your message fits the right audience. If I’m selling to a CEO, I have a different message than if I’m selling to a director.”

????To optimize your chances of sealing a deal, Herjavec suggests you research and understand your customer’s specific needs and pleasure points (not pain points because “Misery isn’t fun, whether it’s yours or someone else’s.”), then personalize your pitch accordingly.

????“There needs to be a clearly defined need identified before you even think about going in there to sell.”

????2. Selling to someone who isn’t a decision maker.

????Don’t waste your time pitching to a customer who doesn’t wield buying power. Instead, thoroughly qualify the person you’re selling to in advance, Herjavec advises, before you smile and dial.

????“Generally, it’s best to book a [sales] meeting with someone as high up the decision-making chain as possible,” he writes in The Will To Win. If you don’t, he warns, you’ll likely have to schedule a do-over call with your initial contact’s superior. And, going above his or her head “can create ill feelings that may jeopardize a good future working relationship.” So do your due diligence ahead of time and remember, it doesn’t take much for a sale to go sour.