13 Sales Mistakes to Avoid on Friday the 13th (And Every Day After)

Friday the 13th carries a reputation for bad luck, but the real curse for sales professionals, especially in home improvement, isn’t a date on the calendar—it’s repeating the same mistakes over and over. Fear, hesitation, and bad habits can haunt your sales efforts, leading to lost deals and missed opportunities. So, let’s shine a light on the 13 sales mistakes you need to avoid, not just on Friday the 13th, but every day of the year.

1. Failing to Pre-Qualify Leads

You wouldn’t build a house on a shaky foundation, so why waste time chasing leads that aren’t solid? One of the biggest mistakes contractors make is failing to pre-qualify their leads. It’s like going on a blind date without asking any questions first—no wonder it doesn’t work out!

Fix it: Ask direct questions to uncover whether a prospect is serious about moving forward. Use questions like, “What’s your budget for this project?” or “When are you hoping to get started?” Pre-qualifying helps you avoid wasting time on tire-kickers.

2. Overpromising and Underdelivering

Setting expectations too high may feel like a way to impress your prospects, but it’s a trap. Promising more than you can deliver creates distrust when the final product doesn’t live up to expectations.

Fix it: Be realistic about what you can deliver. Underpromise and overdeliver to build trust. Explain what you can realistically achieve within the given timeframe and budget. If you exceed those expectations, your client will be thrilled.

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3. Poor Timing with Sales Pitches

Timing is everything in sales. Pushing too hard when a prospect isn’t ready or waiting too long to ask for the sale can destroy a deal.

Fix it: Pay attention to your prospect’s buying signals. Jason Forrest teaches that the best time to close is when the customer is emotionally engaged. Don’t be afraid to ask for the business when you sense they’re ready.

4. Not Listening to the Prospect

Sales isn’t about talking the most—it’s about listening the best. If you’re too busy focusing on your pitch and not on the prospect’s needs, you’re bound to miss key information that could help close the sale.

Fix it: Practice active listening. Reflect back what the prospect says to ensure you understand their needs. “So, you’re saying that energy efficiency is your top priority?” This not only clarifies the conversation but makes the prospect feel heard.

5. Ignoring the Importance of Follow-Up

Many deals are lost because salespeople fail to follow up. If a prospect doesn’t commit right away, it’s easy to let them slip through the cracks, assuming they weren’t serious.

Fix it: Consistency is key. Develop a follow-up schedule and stick to it. Even if the prospect isn’t ready now, staying on their radar keeps you top-of-mind when they are. Jason Forrest suggests setting reminders and providing value with every touchpoint.

6. Talking Price Too Soon

Bringing up price before a prospect is emotionally invested in your solution can make them focus on cost rather than value. Once price becomes the focal point, it’s hard to steer the conversation back to benefits.

Fix it: Build value before discussing price. Highlight how your solution meets their specific needs and solves their pain points. Once they’re invested emotionally, price will feel like a natural part of the conversation, not an obstacle.

7. Not Handling Objections Properly

Objections are a natural part of the sales process, but mishandling them—or worse, avoiding them—can kill a deal. Prospects want reassurance, not pushback, when they express concerns.

Fix it: Embrace objections. As Mary Forrest teaches, objections are buying signals in disguise. Ask questions to understand the root of their concern, and then provide a thoughtful solution.

8. Forgetting to Build Rapport

Sales is a relationship game. If you jump straight into the pitch without building rapport, prospects will feel like they’re just another number.

Fix it: Spend time getting to know your prospects. Ask questions about their interests, their concerns, and their motivations. Small talk might seem insignificant, but it helps to build trust and connect on a personal level.

9. Focusing on Features, Not Benefits

It’s easy to get caught up in the details of your product or service, but most prospects don’t care about the specs. They want to know how it will make their lives better.

Fix it: Always lead with benefits, not features. Ask yourself, “How does this feature solve my prospect’s problem?” For example, instead of saying, “This siding has a 25-year warranty,” say, “This siding ensures you won’t have to worry about exterior repairs for the next 25 years.”

10. Fearing the Close

Closing the sale is often where fear creeps in. Contractors fear being too pushy, so they tiptoe around asking for the business, hoping the prospect will make the first move.

Fix it: Reframe the close as a service. You’re not pushing someone into something they don’t want—you’re helping them make a decision that improves their life. As Jason Forrest teaches, “The close is about providing certainty, not pressure.”

11. Skipping the Decision Makers

It’s all too common to spend hours selling to someone who can’t actually make the final decision. Whether it’s a spouse or a business partner, skipping the real decision-maker is like showing up to a party after everyone has gone home.

Fix it: Always ask early on, “Is anyone else involved in the decision-making process?” If so, make sure you involve them in your conversations and presentations.

12. Neglecting to Ask for Referrals

The curse of many salespeople is stopping once the deal is closed. Referrals are one of the easiest ways to generate new business, but many fail to ask, assuming clients will offer them up on their own.

Fix it: Ask for referrals. When you’ve successfully completed a project, it’s the perfect time to say, “Do you know anyone else who could benefit from my services?” Most happy customers are more than willing to recommend you, but only if you ask.

13. Not Learning from Mistakes

Perhaps the biggest mistake is not reflecting on what went wrong. If you’re making the same mistakes over and over, you’ll keep getting the same results.

Fix it: After every deal—whether you won or lost—take time to debrief. Ask yourself, “What worked? What didn’t?” Constant improvement is key to long-term success. As Jason Forrest often says, “Winning is a habit, and so is losing.”

Friday the 13th doesn’t have to be a day of bad luck for your sales. By recognizing and avoiding these 13 common mistakes, you can break the cycle of fear and failure that haunts many home improvement contractors. Sales success is about learning from your missteps, refining your approach, and staying consistent. When you pre-qualify leads, build rapport, and confidently close deals, you turn superstition into strategy. So, this Friday the 13th—and every day after—choose to conquer your sales fears and master the art of closing.

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