Always be sure to go to head honcho. Ask to see person in charge, individual who makes decisions. This avoids hearing, “let me ask my supervisor, my boss, etc.” Also you project an image of confidence in yourself and your abilities.

Don’t be long winded. Remember KISS principle. Time is a big factor today for all of us and quicker you get to point better. So be sure your sales pitch is short, sweet and to point. Have 3-5 benefits, don’t bore them with all features. Remember, always to turn features into benefits.

One of most important things to do, is to listen. Think of yourself as a problem solver. To solve problems you need to know what your prospect needs. So ask them a question and then listen, and I mean really listen. By listening you will be finding out what will make them buy. Listen to what they say and take it in. Be sure to write down points they are making, don’t rely on your memory. This also helps when you are closing sale because you can refer to each point they made that this is how you can solve this concern. This is how you get sales, by solving their concerns and problems.

When you are making your pitch or answering questions, you also need to be sure to make eye contact with your prospect and to be aware of their body language. Good sales people know when they have lost someone. The prospect eyes glaze over, they don’t maintain eye contact with you, they are looking everywhere else, but at you. They readjust themselves, push their chair back, feet on desk. At this point you need to be able to bring them with back with a question or a different voice pattern. Don’t acknowledge you lost them, just get them back on track.

That's what's been happening to Michael, who calls companies to set appointments with decisionmakers. "I have a great product that I'm passionate about," he told me, "but when I call prospects, they immediately start treating me as just another salesperson who's trying to sell them same type of product that others have tried to sell to them in past...Is there any way to stop them from pigeonholing me?"

Michael is hitting what I call "wall of defensiveness" that almost all decisionmakers these days use to protect themselves against sales calls. It tears me apart that he, like so many other salespeople, have to endure this type of personal rejection as he tries to make a living.

And none of sales training or motivational programs he's been through had helped him to solve this frustrating and debilitating situation.

In our one-on-one sessions, Michael and I discussed 7 key strategies that can break down that wall, and he's been finding that they work for him...maybe they'll work for you, too...here they are...

1. Curb your enthusiasm. This idea always comes as a shock to anyone who's been exposed to old "sales gurus" who insist, "The more enthusiastic you are about what you are selling, more people will be attracted to your solution"--but, boy, are they wrong! When you come across as overly enthusiastic, especially when you're on a first call to a new prospect, you immediately trigger sales pressure that tells your prospect, "I'm excited because I just know that you need what I have to offer!" But in any new situation, that's exactly what you don't know--so try cutting out your enthusiasm on initial calls. Otherwise, you're likely to hit wall.

2. Avoid assuming that you and your prospect are a fit. You may have "perfect prospect"--someone with exact criteria and profile of your ideal customer. However, if your words or tone of voice say, "I know you'll benefit from our service because you fit exact profile of our customer base," you'll inadvertently will set off alarms that will let your prospect associate you with negative "salesperson" stereotype. Instead, learn to be humble, and avoid making assumptions until after your prospects trust you enough to share their true issues with you. Then two of you can decide, in a natural evolutionary way, whether you're a match or not.