2. Stop selling the product, start selling the outcome.
It may sound counterintuitive, but take the focus off of the product. Put the attention on prospects, their needs and their desired outcome, Emmer suggested.
"Sales in general take on an adversarial relationship," Emmer said. "You want to sell and the client wants to resist being sold." So instead, help the buyer buy—and help the buyer buy your product. "Nobody wakes up and thinks, 'I want to buy some coffee mugs today,'" Emmer continued. "They may be troubled about employee turnover, customer loyalty or any one of hundreds of other business thoughts. It takes the sales professional to help the client understand how they can reach the objective by working together rather than working against each other."
Allison Ebner is content editor for Promo Marketing, NonProfit PRO and Print+Promo. Reference any animated movie, "Harry Potter" character or '80s band and you'll become fast friends.