How to Confront the Customer Who Dances Around the Issue

Gaining Back Your Customer’s Respect

Let’s face it. We’ve all had some crappy sales calls. The customer finds a million ways to dance around the issues, and continually beats us up on price. You’ve lost control of the sales call.

It’s time to take a more direct approach. Ask this question…

“What am I failing to understand or address — that’s important to you?

This powerful question sends a strong message that you really do care about your customer and that you are putting his or her interests first.

As a result, you’ve gained the customer’s respect. And have taken back control of the sales call — allowing you the opportunity to close more business!

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Paul Cherry

For over two decades, sales expert and author PAUL CHERRY has helped B2B sales professionals close more deals in all major industries. As a recognized thought leader in customer engagement strategies, Paul Cherry has been featured in more than 250 publications, including Investor’s Business Daily, Selling Power, Inc., Sales & Marketing Management, The Kiplinger Letter, and Salesforce.

Performance Based Results

Paul Cherry is the president of Performance Based Results. PBR delivers intense, customized sales team training programs and sales management coaching to companies throughout North America. Paul has worked with more than 1,200 organizations, including 175 of the Fortune 500, plus more than a thousand entrepreneurial, small to mid-sized, cutting-edge businesses looking to dominate their niche markets. Clients typically get 7 times their return-on-investment (ROI) or better.

Questions That Sell

Paul Cherry’s top-rated bestseller, Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants (AMACOM) has been listed on BookAuthority’s “100 Best Sales Books of All Time” and has been published in four languages. He is also the author of Questions That Get Results (Wiley) and The Ultimate Sales Pro (HarperCollins Leadership).