9 Ways to Crack the Prospect Code and Win More Life and Annuity Sales

Even so, it's easy to avoid. Let them know you appreciate the opportunity to help them, but you also recognize it doesn't always work out. Do it correctly and there's a good chance should they leave they will be back or refer others.

5. Second guess yourself.

It's tough to recover when you're put on the defensive while making a sales presentation. Even if you're fast on your feet, it's difficult to think clearly, let alone to organize an effective response.

The way to avoid getting caught with the unexpected is to second guess yourself. Lay out possible objections and anticipate possible responses and disagreements that could undermine your proposal. Show their deficiencies and why your position is the best solution.

6. Focus on why, not what.

Salespeople like to talk about what customers get when making a purchase—long lasting, the latest, solid, fashionable, popular, convenient, and so on. But that's changing. Today, it's the why that motivates customers.

Here's are examples of how to make why work for you:

• A solar energy company says its installations do more than lower energy costs. They help reduce the carbon footprint.
• A janitorial services company builds its case for clean facilities: reduces lost time due to illness, increases employee satisfaction, and helps improve productivity.
• British engineer James Dyson, who invented the Dual Cyclone bagless vacuum cleaner, sells a cordless version. In a TV ad, Dyson explains why: "It's right to do something better."

7. Ask the right questions.

Salespeople don't set out to alienate prospects. Yet, it's easy to "trip" during the "sales dance." To avoid making a misstep that can turn prospects off, it helps to have them talk about what customer satisfaction means to them and what they expect from a salesperson. Besides providing helpful information, it lets prospects know you want them to become satisfied customers.

It can also help to ask what's bothersome about salespeople. Urge them to be candid. The more a salesperson knows, the better.

8. Don't leave feedback to chance.

"We need your feedback" or the various versions of these over worked words are tacked on countless marketing messages. Some call it the electronic "complaint box." But feedback is too valuable to be left to chance.

Nothing is more important than making sure you and your prospects are on the same page, that there's no misunderstanding. This is why it's helpful to think of presentations as an opportunity to ask prospects, "Is something not clear? Am I missing something that's important to you?"

9. Rise to the occasion

It's inevitable to get bored with what we do every day, including those who say they love their work. Even salespeople, who take pride in being "always up" get bored. But that's the challenge. The test is our ability to push aside the "dark stuff" and meet the expectations of others.

If there's one quality prospects (and customers) look for in a salesperson, it's vigor — an alive feeling. It's catching and it moves prospects to action. It should be as much a part of a successful sales presentation as the words said.

What it takes to turn more prospects into customers is cracking the prospect code. Get them to buy you before trying to get them to buy what you're selling.

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John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. He is the creator of "Magnet Marketing," and publishes a free monthly eBulletin, "No Nonsense Marketing & Sales Ideas."