Today’s business climate is tough on those in the sales profession. Good prospects are few and far between, and putting your best foot forward in each sales pitch is crucial to your survival. This reality inspired me to share the most common missteps I see salespeople making so you can be sure to avoid them.

Telling versus selling. Selling is about listening. We have two ears and only one mouth for a reason. Eager salespeople have a tendency to over share, spewing every product feature and benefit before understanding the prospect’s needs. Instead, ask questions to identify the prospect’s challenges and pain. Tell the prospect how you can solve his problem.

Talking at your prospects. A good salesperson knows how to engage a prospect. The conversation is interactive. He is carefully watching his prospect, adapting the conversation based on verbal and non-verbal cues.

Not hearing what’s been said. You might miss key details a prospect shares because you’re focused on what you’re going to say next. Prep enough in advance so you can relax and really listen. This will allow you to reflect on what they’ve shared and comment thoughtfully, building rapport along the way.

Accepting superficial answers. When asked tough questions, prospects often use evasive maneuvers in lieu of providing real answers. Let’s say you ask a prospect about their relationship with an existing vendor and the response is, “For the most part, it’s OK.” Recognize that they’ve just hinted at competitor vulnerability. Ask “what could be improved.”

Communicating a sense of desperation. Prospects can sense when you need the sale more than they need what you’re selling. That smell of desperation is a turn-off. Instead, get right with the value you’re offering.

Answering questions with platitudes. Have something substantial to contribute to the conversation. When prospects gain new, relevant knowledge through your interactions, they’re more likely to deem you credible and worth investing in.

Trying to read a prospect’s mind. When salespeople get a “no,” there’s a tendency to assume the issue is price. Don’t assume. Ask. If your prospect does cite price as an issue, inquire as to what other concerns they have. Often, if you can resolve the other issues, price becomes less important.

Lori Turner is an award-winning columnist and managing partner of RedRover Sales & Marketing, www.redrovercompany.com. You can follow RedRover on Twitter (@redrovercompany and @loriturner) and Facebook (facebook.com/redrovercompany).