3. Be patient, not passive.
When early responses indicate an objection or a concern, it can be difficult to stay positive about a prospect. But by asking questions and taking the time to help the buyer buy your product, you're establishing a stronger relationship, even when it feels like they're dragging their feet.
"I found a statistic a few years ago that said one in five customers are looking for a new source on a daily basis," Emmer recalled. "So the averages dictate that for every five sales calls you make, you will get one new account. Another statistic suggests that it takes three to five contacts with a prospect before they commit to their first transaction with you."
But don't limit the communication to phone and email. Take advantage of face-to-face visits and lunch meetings to reassure prospects about their concerns in person.
"Today with many people believing that everything can be done through electronic communication, like social media and websites, the sales professional that actually sees a client once in a while will see much greater success, build stronger relationships and encounter fewer objections when presenting ideas for clients," Emmer said.
Bishop also understands that your patience—and presence—is critical in overcoming sales objections. "Very often, I see salespeople who think a sale should take place quicker than it actually does," she acknowledged. "Keep in mind the average sales call is only 30 minutes long. If you have only seen someone twice, and spent an hour with them, they may want to 'date you' a little longer before they commit to buying."