For any salesperson today, the biggest obstacle will always be client procrastination. Being put on hold is something every sales professional will face. In fact, this can occur even after a prospect gives buying signals such as agreeing with your solutions, service and pricing. This can be a highly frustrating situation. The answer is to find out exactly why clients procrastinate and address these issues. The biggest step, of course, is selling the prospect on you first. Sales Cycle Increasing Perception of Value If your prospect does not receive enough value, they simply will not be prepared to make an investment in your offer. It is critical to demonstrate real advantages that your product brings them, and in a convincing and creative manner. Maybe it's gaining peace of mind, saving revenue, or improving their competitive position. However, the biggest issue regarding value typically involves a combination of benefits and cost. Once these two hurdles are overcome, procrastination will cease to exist. Identifying Client Needs Carefully Value to clients will never be achieved unless you understand your prospect's needs completely. The key to success in this area is having well thought out and strategic questions to ask. This must be accomplished if you expect to understand your client's situation fully. One of the first steps is to build a trusting relationship with the prospect. Remember, by projecting an aura of being an expert in your industry, and asking the right questions, you will soon be on the right track. Vice-versa when you are asked questions you must be prepared to answer them thoroughly and with conviction. Importance of Follow-Up and Regular Contact Even with our best efforts, it sometimes can be tough to understand why clients don't respond. After conveying value, asking the right questions and gaining their interest, and proving that your offer is to their advantage, the client mysteriously still doesn't come around. In this scenario, the best approach is creativity. There are several ways to accomplish this. For example, a follow-up email reviewing their wants, and how your solution benefits them, can be effective. Call and ask if they have any new concerns to be addressed. Be persistent, yet not pushy. Sell Yourself When making a sales presentation, the fact of the matter is, this is the best opportunity to close the deal. Come across as professional, yet show a great deal of enthusiasm for what you are offering and the fact that it is going to help the prospect significantly. You might be surprised how this enthusiastic approach rubs off on the client.