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How to Reduce the Stress of Tech Selling

November 5, 2010  

Though the recession is over and the economy is in recovery, most IT managers are still holding back on their spending—adding even more stress to an already lengthy sales cycle. Some of the stress can be avoided with an effective sales system and a strong game for each stage of the sales cycle, according to Dave Mattson of Sandler Training. For example, by adjusting your goals for your prospecting sale calls, you can reduce the stress levels of all parties early in the game and improve the likelihood of progressing to the next level, he says.

At first contact with your prospect, establish rapport and go for the appointment. That's it. Don't begin selling at this stage. It's not the time to talk about solution features, benefits, or price. That comes later. Get the appointment; the rest can wait.

"Going for the appointment" will take the pressure off you and your prospect. "You won't have to second-guess which aspects of your product or service to bring up," says Mattson. "Because your prospect isn't confronted with a premature 'sales pitch,' they won't have to think about putting up a defensive wall of delaying tactics."


In your communications, be upfront about what you want: You're trying to determine whether your prospect has any interest and, if so, when you can talk further. Your prospect will appreciate that you understand how busy he is, and also that you don't presume to offer a solution before finding out about his needs.

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