Three kinds of obstacles

- You've named and claimed your purpose. You're there do improve life for your customers. You're disciplined. You're done a great pre-call plan. You've opened your calls well. You've asked the right questions. But you still don't close the deal. The reality in sales is that there's always going to be obstacles. Obstacles tend to fall into one of three categories. Number one, I don't see the value. Number two, I don't have the authority. Or number three, I'm not willing to pay for it.

So let's unpack these one by one. The first one, when a customer doesn't see the value. What they're telling you is that you haven't demonstrated a case. Now one of the things that happens when the sales people hear this obstacle is they tend to get defensive. But wait, but wait, but let me tell you more about our features. Oh, you didn't agree? Let me say it again louder with more enthusiasm. That never works. If your customer is telling you I don't see the value in this. What that's telling you, the sales person, is you have more selling to do. So when you hear that obstacle you need to go back and start asking more questions about what the customers goals and objectives are.

Just say it. Well, maybe I haven't done a good here. Let me ask some more questions about what you're trying to accomplish. The second obstical, I don't have the authority. Well that's obvious. That means you're calling on the wrong person. It's better you found that out sooner rather than later but if it comes up late in the sales process all you have to say is, well, let's talk about who these issues matter most to and I think it's pretty important we have a conversation with that person. The third common obstacle. I'm not willing to pay for it.

Now, this is a situation where if you demonstrated value, connected to the customers goals, you know you're talking to the decision maker and the person is still not willing to pay for it it may simply be that you're calling on the wrong person. Every sale is not yours to win. But the more you focus, laser like focus on adding value to your customers, asking questions about how you can improve their condition, demonstrating in every presentation exactly how you're going to better their business you will reduce the obstacles that you do encounter and you'll be able to manage the ones that you do.

Obstacles are not insurmountable.