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3 Common Sales Mistakes POS Resellers Should Avoid

May 20, 2019

pencil erasing paper that has the word mistakes written to show that VARs can learn from previous mistakes

All sales professionals can agree that their primary goal is to close the sale. Especially true for point of sale (POS) resellers, this critical goal is what keeps you in business day after day. But with the growing number of competitors in the point of sale market, how can a value-added reseller (VAR) stand apart from the rest? If you’re looking to overhaul your selling strategy, learn from your competitors’ previous mistakes. We’ll show you the top three most common sales mistakes resellers make, so you can avoid them and outshine the competition:

1. Not Becoming An Expert

The first– and one of the most critical– sales mistakes made by POS resellers is not becoming an expert at what you do. Most VARs assume that because they’re good at selling, they don’t need to take the extra time to add research into their busy schedules. This couldn’t be further from the truth, as regular and thorough research can be the key to closing your sales. VARs should take the time to prepare before connecting with a prospect, to get a true understanding of how their specific business operates. This not only allows you to anticipate their needs and present proper solutions, but also saves time by eliminating unnecessary meeting time to go over the fundamentals of their business.

Additionally, POS resellers should constantly stay on top of news, trends, and updates for your product and industry. This shows that you are knowledgeable and reliable to prospects, and allows you to stand out from others who may not be as informed.

2. Talking Too Much

Too much of anything can be a bad thing, including talking. Salespeople are naturally gifted at talking to others and being able to convey and convince people that their product is best. Although an important skill, this is a dated strategy of selling, and doesn’t work as well in the present day. Instead, successful POS resellers avoid this sales mistake and let their prospect do most of the talking.

It’s important for VARs to take the attention off of themselves and instead place it on the client. Let them fully explain to you their business and issues in their own words. Instead of pitching right away, ask insightful questions that will get them to open up about their true wants and needs. Doing so allows your client to feel listened to and cared about, which is essential for long-term business relationships.

3. Selling a Product Instead of a Solution

One of the biggest sales mistakes made by POS resellers is not selling value to your customers. Sure, your point of sale solutions are packed full of helpful features and capabilities, but so are your competitor’s. To truly stand out, VARs need to convey the true value received with your business.

Instead of listing functions and details, explain the key challenges and frustrations your product will solve. Rather than describing product specs, express the specific business growth and success expected with your system. The best way to sell your systems is to not “sell your product” at all, but instead sell the value and solution it brings businesses.


Even the most successful sales professionals make mistakes sometimes. What’s important is that you learn from them and continually look to improve your sales strategy to best fit your industry and clients. Avoiding these three common sales mistakes made by others will help you stay ahead and close more sales as a POS reseller. To learn about a reseller program that puts a focus on your success, contact TallySoft today.

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