By Keith Rosen, MCC
The Executive Sales Coach TM

If you took a survey amongst sales professionals, many of them would know and could articulate what needs to be accomplished during an initial contact and during a follow-up meeting with a qualified prospect. When asked to list a few of the important steps and strategies of delivering a masterful presentation, they might respond with the following:

• Ask the prospect questions to uncover his or her needs and concerns in order to provide the most appropriate solution for them.
• Actively listen for buying signs as well as for preliminary objections or concerns that may halt or stall the sale.
• Create the space for the prospect to do most of the talking during the meeting.
• Sell on value not on price.
• Differentiate my company from my competitors.

Although many sales professionals have some blueprint or selling strategy to follow when cold calling or during their meeting with a prospect, most admit that they don't apply these techniques during every cold call or sales presentation. It seems that when salespeople experience their first objection or obstacle, something happens that throws them off their initial path: They start performing unhealthy sales practices and revert back to old ineffective selling habits.