As author Rick Page points out in his book, Hope Is Not a Strategy: The 6 Keys to Winning the Complex Sale, “none of us is a good enough actor” to hide our dislike of a prospect. By finding some things you like about a prospect and focusing on them, you have a much better chance of making a sale.
One way of doing this is to express interest in your prospect. Too many salespeople seem interested only in their own services, not in what their prospect is doing. That’s a shame. Ask about him. Inquire about his company or product. Especially if he’s uncomfortable, talk about some aspect of his world, not your services.
“Joe, how do your clients work with you on something like this?”
“Mary, I think this is a really interesting product. How does it work?”
“Ms. Jones, when you say you are introducing a new line in this division, what kind of people will be interested in it?”