Do Your Research
Part of sales is knowing that resistance to the conversation is coming, Estis said, but the trick is to know how to break through it. The way to do that is to do your research ahead of time into what the customer wants, what their business needs and what its pain points are. Going into the conversation informed means you are much more likely to get their attention and break down those initial barriers.
"That’s the game-changer," Estis said. "That’s the opportunity."
Along with pre-call planning comes a post-call audit of how the conversation went, and learning from it for future conversations with that buyer or others.