What are your prospects really saying?

Instead of hanging up the phone frustrated, you might say something such as "I hear that all the time. But if you knew that we've helped similar firms reduce their overall printing outlay by up to 29 percent, would that interest you?"

"Is that the best price you have?" You think: "OMG! Another person whose only focus is on how much things cost! That's all people care about these days." But when they say this, your prospects usually mean "I need to ensure that my money is well spent. In fact, I'll even pay more if I'm getting additional value."

Instead of panicking, you might ask "Are you really looking for the cheapest option? Or, are you focused on making a smart investment?" This leads to an entirely different conversation and, ultimately, outcome.

Here's the deal: Don't take your prospects' words at face value. Think about what they might really be saying. Ask questions to get clarity on what they actually mean. And, if necessary, rephrase what you say in response. Your goal is to read between the lines so that you can have a meaningful conversation about the value you can bring to them.

Sign up for The Lead and get a new tip in your inbox every day! More tips:

• The new rules of cold calling for advisors
• Phone language versus selling language
• Your prospects are not paying attention

Jill Konrath is the author of SNAP Selling and Selling to Big Companies. If you're struggling to set up meetings, click here to get a free Prospecting Tool Kit.