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The Sales Evangelist

You try to do everything you can to keep a prospect happy. By doing so, you believe it will prevent potential buyers from saying no to your services. However, avoiding tension within the sales process is a huge mistake. 

In this episode of The Sales Evangelist Podcast, host Donald Kelly will discuss why sales reps need to create tension. He will also share different ways to create healthy tension that’ll help you close deals.

Why Do You Need Tension?

  • One problem Donald is seeing is that buyers are taking more time to decide what they should spend their money on. Because of this, sales reps need to ensure their deals, products, or services are good.
  • Buyers’ longer decision-making process also makes sales reps more fearful of creating tension. Even when they know their deals are good, sales reps are afraid to upset buyers.
  • Sales representatives must remember that tension isn’t bad.  It’s essential to have tension to help move along the sales process.

Why Do You Need Tension?

  • Don’t hold on to the fear of being declined: Donald discusses that many sales reps don’t push back when a prospect says they’re working with someone else. You can ask the potential buyer who the other vendor they’re working with, so don’t be afraid to do it. If the prospect becomes uncomfortable sharing the information, then it may be a red flag.
  • Go deeper into the follow-up questions: If a prospect says they’re looking for a solution to a problem, then you should ask more questions to discover on the problem is affecting them. 
  • Look at tension as a good thing: Donald compares tension within the sales process to when a person starts working out more. When you first start exercising, your body hurts because you’re building muscles. Seeing it from this perspective should show you that when you create tension, it will provide benefits in the future. 
  • Prospect gives an objection: Most sellers try to jump in and offer deals when a potential buyer objects to their services. Instead, dive deeper and figure out why the prospect is objecting.

Always remember that tension isn’t a bad thing. When you ask questions about a problem a prospect is having, you come across as an expert. Look for ways to have healthy tension in the sales process to help you progress the deal. 

Lastly, don’t end the conversation without having a clear next step. Be sure to set up an appointment with the prospective client to ensure they’re on board with you. 


Donald C Kelly LinkedIn

Sponsorship Offers

  • This episode is brought to you in part by Hubspot.

With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.

  • This episode is brought to you in part by LinkedIn.

Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse

  • This episode is brought to you in part by Calendly.

Calendly is the leading meeting scheduling software that automates your scheduling, speeds up your sales cycle, and closes more deals. Get started for free or learn more at calendly.com

  • This episode is brought to you in part by the TSE Sales Foundation.

Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the sales evangelist.com/linkedin


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About the Author The Sales Evangelist

Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.

Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.

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