For those who recognize it, and are flexible enough to take advantage, there truly are opportunities out there and in past economic slumps, many have made their fortunes because of them.

Positioning yourself for success starts with understanding the current opportunities that you can strategically take advantage of, and your discerning prospects’ pressing needs & problems - more than ever before. The lifeblood of your business and its success is likely driven by them.

But the biggest block to winning many potential sales is not pre-empting all concerns and possible objections your prospects might have and answering these directly in your marketing, or sales copy on your webpage or in your presentation.

So how do you find out what these are?

You can start by asking your customers, and brainstorming with your front line staff. Use surveys to ask pertinent questions of each.

Find out everything about your nearest competitor and what they say they can offer. Look at how you can create your own Unique Sales Proposition (USP) around customer service that goes the extra mile, or other advantage that would make you stand above the rest. And listen carefully to everything they say, with thoughtfulness and care.

These are golden opportunities for understanding your customer’s problem, pain, need or want; what you need to address or could develop; or whether there is a service you can add or can excel in that complements what they are buying to increase your USP.

You will find some of your sales staff have valuable feedback too. They listen to potential customers who might just be walking back out of the door.

No-one should bad-mouth their competitors and there is no need to. It is bad form and will lose you respect.  But you can state why your USP and the benefits of buying from you will serve your prospects better.

So use every source of information gathering to meet all known concerns and possible objections so you can craft your proposition.

Here is an example ” The [competitor's] product is a good one, but what we offer goes much further. Not only do we believe our product is more complimentary to yours, we are also totally committed to …  [pre-empting any concerns, emphasizing the benefits and unique USP]. We will also give you unparalleled training and ongoing support, ensuring our product is fully integrated. Your success is ours and we believe we can give you a winning edge in your marketplace. Shall we go ahead with the options we have discussed?”  (or something like that. I think you get the idea).

Pre-empting known possible objections by addressing them in your Sales Proposition will win their confidence in you, your company, your product and/or service. And it shouldn’t feel like a hard sell but more like a co-operation.

You could, if appropriate, also include mentioning that it is a win/win outcome for you both, and how you will be working together as a team towards greater success. By this time you should have the sale in the bag!

If the prospect is still sitting on the fence - what we used to do 25 years ago still works today. Help your prospect write a Pros & Cons balance sheet listing benefits of your product or service on one side against that of the best known competitor that your prospect has been considering. Of course you help them list the benefits of your product, and by the time you have completed this exercise the list will have a longer Pros list for your product/service than that of your competitor - and this will work face to face or on your website’s products review too.