Sophisticated buyers are well-informed consumers, accustomed to reaching a decision only after research and deliberation. They are much less likely to succumb to pseudo-logic found in many scripted sales pitches. Sophisticated buyers look behind logic of these claims and what they find amounts to sales sledgehammers—blunt, heavy instruments not well-suited to job at hand. Their first impulse is to get away from them by disengaging. If you want to be successful with this type of buyer, you’ll need to avoid swinging following sledgehammers.

“We have over 100 years combined experience in this area.” The “combined experience” phrase is a dead giveaway you’re stretching your credibility. Here are some ways sophisticated buyer interprets combined experience. “We have 20 people in firm, each with about 5 year’s experience. So we are spread extremely thin and not very deep.” “The reason we don’t have any one person with 20 year’s experience is that no one wants to stay here that long.” Using this phrase in a relatively young field, such as technology, is downright silly. Besides, most people don’t care about experience nearly as much as results.

Sales people often tell prospects “That’s a great question!” It’s a decidedly clumsy attempt to compliment prospect. Sophisticated buyers see through it immediately. Granted, some can use it with more finesse than others, but like most techniques, it is ineffective once recognized. If you insist on keeping it in your sales repertoire, here are three guidelines to use it more effectively. First, use it only once. By third or fourth time people hear they’ve asked a great question, they become suspect. Second, don’t use it in a group of people. When everyone is asking great questions, no one feels special. Third, don’t plug it in automatically as part of a script. I’ve seen salespeople look for opportunity to use this phrase, no matter how mundane question.

Don Freda of Articulate Global in New York City flew to Ann Arbor, MI to present his software solution to University of Michigan. During meeting he discovered that although his solution could help university, it lacked some major features that customer wanted. Because his company didn’t offer needed components, Don flew back to New York without sale.

Just like all good technology-driven companies, Articulate Global was continuously growing and enhancing its product offering to reflect advancing needs of marketplace. Months later when Don learned that his company offered new features – very same features that U of M was looking for – he pulled old file from his sales graveyard and immediately called his contact with good news. Don’s next trip to Michigan was successful and he brought home order.

All sales professionals have a long list of prospects that did not turn into sales. While it doesn’t make sense to contact all of your old leads, you may want to refrain from throwing out some of them and put them in your tickler file instead. By touching base with them periodically you may turn trash into treasure. Here are types of old leads that are most valuable.

Availability Like in Don's situation, you may have encountered prospects who need a product or service that you don’t offer now, but may offer in future. Keep these prospects on file and follow up with them if features they needed become available.

Timing If what you sell requires time-based contracts, be sure to find out when your prospect's contract expires with your competitor. Contact prospect before your competition inks a renewal. Explain to your prospect that you will help them assess their options before they blindly assume that their current provider is still best value.