Realize when you approach a prospect, he or she is looking at you from years of experience with other salespeople - and not all of that is positive. In fact, much of it can be downright discouraging, as you'll see in this poem by Jill Konrath of Selling to Big Companies. See if it doesn't help you walk a mile in your buyer's shoes.

The Buyer's Lament

Don't waste my time, please go away.
I will not talk with you today.
You call me up, you want to sell.
But all you do is tell, tell, tell.

I do not want to hear your spiel.
I will not play let's make a deal.
So listen up, take my advice.
Discover how you can entice.

If you aspire to earn my trust,
Research is an absolute must.
Know my goals, the issues I face.
Use this to build your business case.

What have you done for firms like mine?
How have you helped their bottom line?
Can you cut my costs or help me grow?
Now that's the info I want to know.

If you can help me solve my plight,
I'm wide open to fresh insight.
I need to find new perspectives
So I can reach my objectives.

Want me to remember your name?
Launch an account entry campaign.
Ten contacts is what it may take,
When there's so much business at stake.

Just think of this next time you phone
And you'll get past my no-entry zone,
Once you get your foot in the door,
I guarantee you'll sell lots more!

Jill Konrath, author of Selling to Big Companies, helps sellers crack into corporate accounts, shorten sales cycles and win big contracts. Visit http://www.sellingtobigcompanies.com/