Timidity has always been a factor that has cost companies a lot of sales. This has become an even bigger issue in this economy as owners and salespeople want to do everything they can to make their current clients happy and to put smiles on the faces of prospects.  However, now more than ever you have to push back.

Let me explain what I mean by pushing back. When you get into that sales call where the owner says how bad things are, and that they have no money to spend on your products and services because of the economy,  that is a time to push back. You need to be prepared to discuss how your products and services will help his company become more profitable in this economy, and how not having them will make his company even less profitable.  While this may not be true for every product and service you provide, my example is only to make the point that if you do not push back, your conversation is over.

Pushing back with your customers and prospects has several benefits. First it gives you an opportunity to demonstrate your expertise, it lends you credibility, and it shows you have confidence in your knowledge, products and company. All of this adds value to your conversation with your prospects and clients and provides more of a reason for them to talk with you. Too often owners and leaders are surrounded by “yes” people, and it is refreshing for them to have someone that can offer them some valuable alternatives. They like having good people around them who can act as sounding boards.

Now the question becomes, “WHEN should one push back”? The rules are:

• When you can
• When you must
• To gain control of the meeting
• To get more than enough compelling reasons to buy your product

When assessing salespeople, we find this is one of the areas we need to develop. Many have “need for approval.” This gets in their way of asking the tough questions that are necessary to getting more business.