What if we asked the customer?

With the end to yet another quarter comes the usual sales push and, with it, the usual objections. Jeffery Gitomer writes a great deal about the sales relationship, and his latest column in the Business Journals Online is a gem.Sales Moves - bizjournals.com lists more than 20 of the most common reasons things aren't selling that I've heard lately.

The real value to this article is not in commiseration over the negatives, but rather, it details a rather radical way to "overcome" objections -- find out what's important to your customer now and help him or her get it.

Whether that's solving a thorny IT challenge, keeping employees motivated, or providing innovative financing solutions, your pitch must be relevant enough to cut through the resistance inherent in a down economy by showing your prospects the light at the end of the tunnel, made possible by your solution!

Remember, it's all about the customer...