I wanted to share with you a recent sales coaching success story with one of my clients, a seasoned B2B sales professional, who I will refer to as Tom.

Tom calls me a few months ago and says, “Paul, I’m generating a lot of leads but not closing any business. With two daughters in college, I need to generate revenue or I won't be able to pay their tuition.”

During our first sales coaching session we immediately pinpointed where Tom needed to improve. He cited a recent meeting with a prospective client, Sylvia. They had talked at length, and Tom thought the conversation went well, especially when she said, “I like what you have to offer, and you impress me as someone who would be great to work with.” Tom’s jubilation evaporated with Sylvia’s next sentence: “But having said that, I still want to look at other options and get back to you next week.” Well, two months had now passed and he was still trying to reconnect with her.

We’ll Get Back to You

So often, salespeople like Tom find themselves having great rapport with prospects, like Sylvia, who appear interested, and ready to take action—only for them to suddenly back-pedal and not be able to make a decision. Here are some typical prospect responses:

Well, it is only a few weeks before we have a new president. And I must tell you, I have never been more excited about America’s futures. I know, everyday we hear bad news on the TV and read dire headlines in the newspaper. But I feel there is a resurgence of basic values that will extend into the business world. Companies will need to reassess how they deal with customers and how they can get the best “value” from their people.

That has always been a major priority for me and Performance Based Results. Investing in your people is probably the most advantageous thing you can do to make lean times work to your advantage. That’s why I wrote Top 10 Tips to Stay in Control When Your Market Feels Out of Control.