In a recent training program we focused on closing. Each attendee was asked to identify an account they felt was “ready to close”. Not surprisingly when asked “what the compelling reason for action” was many were unable to clearly identify the real issue and it’s impact.

This week, in honor of Dan Seidman’s new book, “Sales Autopsy” – 50 Sales Horror Stories I’ll share my own sales horror story – my sales call gone bad – and the lessons that can be learned from it.

Many readers have emailed me about their products or services that are now being perceived as commodities. Baseline Selling has a very detailed section of the book devoted to commodities. I call the section Commodity Busters and those of you who find yourself in this situation should refer to that.

How often does this happen?  You ask your prospect a question, have a pretty good sense of what the answer should be, and their answer is not what you expected?  For most salespeople it happens a lot.  I have written a lot about questioning skills and listening skills but for this challenge, you’ll need listening skills and observation skills.

Salespeople react very differently when it comes to sales techniques.  I think it’s because most salespeople don’t really understand the part of selling that relies on techniques.  I’ve seen it over and over again in my 21 years in the sales development business – salespeople hear the technique, learn the technique and use the technique.  The problem is, that’s not the purpose of a technique.  You shouldn’t ever have to use a technique!

A lot of subscribers have asked me to provide some advice relative to the way they approach their sales calls. They tell me about how they position themselves, what they say, what they show, how they build value, and what they present. Then they tell me how their prospects respond and ask how I might do things differently. I can’t respond to all of these requests individually but this week I’d like to attempt a generic response.