Sales tactics prevent prospects from meeting again, what you say makes the difference.

Founders should state their view of the problem and the circumstances, and particularly the consequences of allowing it to continue. Framing the situation draws out the prospect’s perspective, shows curiosity, and builds rapport. This is how a sale progresses.

Founders and CEOs don’t frame the situation for a variety of reasons. Instead, they assume an air of superiority backed by facts. Then they tell and teach, undermining the meeting.

Here are my unaware ways to stop a second meeting. Have you ever used one of these? I cringe when I see these tactics.

* Assume the sale is inevitable. Ask for the order early and often. The prospect's body stiffens, his eyes narrow. You’ll get a peeved reaction.

* Asking questions that can be answered with a yes or no. The CEO hints the prospect’s situation is black and white, or that reasoning will change their mind. The prospect shakes her head, rolls her eyes and shows a simmering irritation.

  * Educate, educate and educate some more - implying the prospect's ignorance is stopping the sale. You could hear frustration groans.

A sales meeting isn’t about converting the prospect. It’s about helping them win. The key to success is to understand what the prospect sees as a win.

Now imagine how that understanding of the prospect will deliver a positive business payoff.

I’d love to hear what is on your mind; please share at converse@marketenabledsales.com