4. Hidden sales pressure causes rejection. Eliminate sales pressure, and you’ll never experience rejection.

Prospects don’t trigger rejection. You do — when something you say, and it could be very subtle, triggers a defensive reaction from your prospect. Yes, something you say. You can eliminate rejection forever simply by giving up the hidden agenda of hoping to make a sale. Instead, be sure that everything you say and do stems from the basic mindset that you’re there to help prospects identify and solve their issues.

5. Never chase prospects. Instead, get to the truth of whether there’s a fit or not.

Chasing prospects has always been considered normal and necessary, but it’s rooted in the macho selling image that “If you don’t keep chasing, you’re giving up, which means you’re a failure.” This is dead wrong. Instead, ask your prospects if they’d be open to connecting again at a certain time and date so you can both avoid the phone tag game.

6. When prospects offer objections, validate them and reopen the conversation.

Most traditional sales programs spend a lot of time focusing on “overcoming” objections, but these tactics only create more sales pressure. They also keep you from exploring or learning the truth behind what your prospects are saying. You know that “We don’t have the budget,” “Send me information,” or “Call me back in a few months,” are polite evasions designed to get you off the phone. Stop trying to counter objections. Instead, shift to uncovering the truth by replying, “That’s not a problem.” No matter what the objection, use gentle, dignified language that invites prospects to tell you the truth about their situation without feeling you’ll use it to press for a sale.

7. Never defend yourself or what you have to offer. This only creates more sales pressure.

When prospects say, “Why should I choose you over your competition?” your instinctive reaction is to defend your product or service because you believe that you are the best choice, and you want to convince them of that. But what goes through their minds at that point? Something like, “This ‘salesperson’ is trying to sell me, and I hate feeling as if I’m being sold.” Stop defending yourself. In fact, come right out and tell them that you aren’t going to try to convince them of anything because that only creates sales pressure. Instead, ask them again about key problems they’re trying to solve. Then explore how your product or service might solve those problems. Give up trying to persuade. Let prospects feel they can choose you without feeling sold. The sooner you can let go of the traditional sales beliefs that we’ve all been exposed to, the more quickly you’ll feel good about selling again, and start seeing better results.