The 4 Obstacles to Sales Success

Obstacle #1: Fear of the "No"

Much has been written about the fear of rejection but it still remains an issue for many sales people. I find that it is helpful to give my prospects a “no-option” right up front! My product/service is not for everyone. I don’t want anyone to feel manipulated or disrespectfully coerced. Neither do I want any “buyers-remorse.” When people say “yes” to me I want them to truly want what I am offering. I want it to be a “win-win” situation. Otherwise there is no hope for a long-term relationship.

As a sales professional you need to truly believe in your product or service. You need to be passionate and enthusiastic about what you are offering. You need to communicate the unique benefits of buying from you. But in the end, if the prospect says “no” it does not diminish the value of your product/service, and it is not a personal rejection of you. You must differentiate that within yourself in order to succeed.

Obstacle #2: Not Being Prepared

It’s very important that you prepare before making the sales contact. I know that there are times when selling opportunities present themselves serendipitously, but most of the time you will have an opportunity to prepare before the contact.
For me, preparation involves going to the prospect’s website, blog, or social media sites before the contact. There I want to learn everything I can about the company and the individual that I will be meeting with. Prospects are typically very impressed if they see that you have done your homework. They feel valued and respected.

I also want to prepare my attitude. I want to go in with the right mindset, being customer-centered and customer-focused. I want to be optimistic and visualize this prospect becoming my customer. I want to anticipate as much as possible what will happen in this conversation. However, I always want to remain flexible and open to the unexpected.

It is very important to be prepared. I would encourage you to develop a system for personal preparation and use that system every time you make a contact.

Obstacle #3: Focusing on Yourself Rather Than Your Prospective Customer

It is very important that you focus on the other person in the selling conversation. Your attention and your energy must be directed to understanding them and serving them. This contact is not about me. It is about the prospective customer, about their wants and needs. We must be tuned in to them before and during the contact.

There is a Hebrew Proverb that says “The purposes of a man’s heart are deep waters, but a man of understanding draws them out.” I want to understand my prospect (if possible) better than he understands himself. I do not want to be preoccupied with my fear, my discomfort, or my ideas. I want to be totally present for my prospect in that moment of contact. Learn to keep your internal focus completely on them!

Obstacle #4: Failure to Listen During the Selling Conversation

The most important tools you have in the selling conversation are questions. The quality of your selling is directly related to the quality of your questions. You must go prepared with good questions and then be ready to ask more questions as they surface in the conversation.

Questions are essential to help you get to know your prospect and to understand what their needs are. I always encourage my clients to prepare good questions ahead of time so that they will be asking better questions than their competition.

However, it is not enough to just ask questions. You must also listen carefully to what they are saying. When appropriate, say back to them what you hear them saying. Listen beneath the words. What are they feeling in the moment of the conversation? How is my question impacting them? Listen and observe. Let them do most of the talking as you guide the conversation with powerful questions. Then listen!