Fashions change, seasons change and so do customer needs. Has your sales approach? The information age has dramatically changed how businesses compete. Small businesses look and act big. New ideas are copied quickly and lead to products and services looking like everyone else. Customers have access to the internet and often find it easier to order online rather than work with a pushy sales person. Is it time to update your sales approach?

To quote late-night TV host David Letterman, “You know it’s time to update your sales process when:”

You and your sales team are still trying to overcome objections. When I started in sales 20 years ago, this was a basic selling skill taught to all salespeople. Put yourself in your prospect’s shoes and think about how this overcoming the objection thing looks and sounds to them: “The first objection is never the real one. Overcome the prospect’s objection three to seven times. Keep overcoming the objections until you get to a yes.”

It’s truly amazing that more salespeople have not been physically thrown out of prospects’ offices! Does sitting in front of a salesperson who is “overcoming your objections” really