It's early in the sales process when your prospect bluntly asks, "Why should I buy from you?" While this situation can be enough to leave many sales reps shaking in their boots, rattling off company facts, or simply running for the door, sales trainer Colleen Stanley suggests you simply say, "I don't know."

It sounds crazy, but read on to see how 'fessing up can land you the sale.

"If the prospect asks this question early in the sales process before you've had time to ask questions, tell the prospect you really don't know why they should buy from your company because you haven't had time to diagnose what's working, not working, and if the problem(s) are big enough to fix," says Stanley. "Get permission to continue asking questions to determine if there is a good reason, for both parties, to do business."

Colleen Stanley is president of SalesLeadership, Inc., a business development consulting firm specializing in sales and sales management training. The company provides programs in prospecting, referral strategies, consultative sales training, sales management training, and hiring/selection. Learn more at www.salesleadershipdevelopment.com