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The sales rep needs the tools to separate tire-kickers from buyers and an approach to obtain executive sponsorship early in the sales cycle. Learn to qualify your prospects out, not qualify them in. The top rep learns to ask the hard questions up-front, to save resources for real opportunities. NO is an acceptable response from a buyer. Going for the NO requires a tremendous paradigm shift for most sales people, but it can take all the pressure off the rep and increase her/his productivity. The prospect is also a beneficiary, because it makes the process feel more like buying than being sold.