The Top 5 Sales Challenges You'll Face

You may be thrilled when a client inquiry turns into a real sales opportunity, but you are just getting started on the hard work of selling the project. Even if your offer is head and shoulders above the rest, you'll struggle to seal the deal if you can't overcome the typical challenges that emerge during the sales process.

Challenge #1: Manage Perceived Risk

No matter how persuasive you are, someone with authority in the client's organization is bound to express concerns about the perils of selecting the wrong consultant—or doing the project at all.

Aversion to risk is a natural human response to making complex decisions. Ignore this reality, and don't be surprised if you lose the sale.

Addressing risk aversion requires you to be very specific in your communications about your plan to mitigate risk. That means you have to understand the buyer's perception of risk, whether you think those views are valid or not.

Too many sellers emphasize all the reasons why their offer is the safest choice instead of focusing on the client's chief concerns. Resist the urge to cover every base. Use your interviews and sales meetings to pinpoint your buyer's perception of risk. Be candid about your views on the potential risks your buyer faces and, chances are, your buyer will reciprocate.