You’re finally moving closer to what you hope will be a successful close. You’ve spent valuable time with the prospect making your case for a specific product and campaign, demonstrating how it would provide a solution for their marketing needs. You’re feeling positive about the project’s trajectory.

And then the prospect brings up more questions about price, value, differentiators or something else. As much time as you had spent qualifying, discussing, listening to needs and making sure you’re speaking with the decision-maker, the pressure of closing a sale sometimes causes white-hot prospects to cool off if there are still questions on their minds.

You’re not alone. More than seven out of 10 sales reps (71%) say their top priority is to close more sales, according to a 2021 HubSpot study. However, 26% of nurtured leads don’t result in closed sales because reps weren’t in complete alignment with the prospect’s needs beforehand, according to a study by market research firm CSO Insights.

Here are five ways to confidently move a prospect to a successful close.

1. Anticipate feedback.
Be prepared for possible objections by thinking ahead about what this individual prospect could bring up, whether it’s price, features, timing or need. Rehearse responses, including the unique value of your product and services; your differentiators; the need you’ve been discussing with them and how your solution will address it; and why it’s important to make the purchase now, especially during current supply chain and inventory challenges.

2. Prepare case studies.
Take a look back at similar projects you’ve worked on that were a success for other clients and review the details so you can share them with the prospect. Knowing all the relevant particulars, like what made it a success, and showing product samples from the previous campaign will make the soundness of your proposed solution more real for the prospect. That could just do the trick in smoothing out any objections they have.

3. Practice active listening.
Avoid responding in an impatient or frustrated way to their objections; listen fully to their concerns and validate what they’re saying before responding. Your job is to assure them that they’re making the correct decision, but don’t cut them off, even if it’s something you’ve discussed before. Be attentive in listening to what they have to say and respond gently and patiently. Show them that you’re attentive to their concerns and in their corner.

71%
of sales reps say their top priority is to close more sales.

(HubSpot)

4. Show the value.
If you’re at the close, most likely you’ve done your utmost to demonstrate your solution’s differentiators and value when compared to other options. But you may be called on to discuss it again if the prospect raises objections, such as price. Make sure to lay out why a product/solution costs what it does, why it’s a perfect fit for their individual need, and how you offer more than your competition.

5. Follow up.
If, despite your best efforts, the prospect still isn’t ready to buy, schedule a follow-up meeting. Don’t show frustration or disappointment; stay professional and choose your words carefully. Avoid passive requests such as “Would you be interested in a follow-up?” Say this instead: “When would be a good time for a follow-up?” Then, respect their answer. If they say next month, put it on your calendar and make sure to follow through. But if they give you the brush-off when you call them back, it may be time to cut your losses and move on to a prospect who’s more primed to buy.