Six of the Biggest Sales Obstacles and How to Solve Them


There are a few companies in the world that have almost monopoly over certain raw materials, products, or services. If you are not one of such companies, then you are definitely facing certain challenges in your sales. Even the best organized and efficient sales teams in companies around the world face obstacles in customer relationships and the effectiveness of communication with leads and customers.

What separates successful companies from unsuccessful ones is their ability to strategically circumvent these sales challenges. Are you wondering exactly how they do this in today’s unpredictable business environment?

We have prepared a short description of the six biggers sales obstacles for you, and we have supported them with solutions.

1 How to find qualified contacts

First, we have to get used to the fact that we have no one to sell to without contacts. However, the rule is that quality always wins over quantity – which means that it is better to attract fewer contacts who are qualified to buy our products or services than many contacts who are not.

Quality always wins over quantity – at least in most cases. Selling to a contact who is not willing to buy our product or service is complete nonsense and at the same time a waste of time and money. The contact must match our products or services perfectly.

The process of finding qualified contacts is quite simple if you know how to define it and how to tackle it. The easiest, cheapest, and most measurable way to set it up is through various digital channels.

The process of definition and implementation is roughly tackled by defining very precisely to whom and what we want to sell. We then find the appropriate channels where our potential customers are located and prepare a strategy on how to reach them and bring them to the beginning of our sales process. Then we prepare a customer process that automatically pushes our customers forward through the stages of the sales process until they reach the SQL state*. Of course, the main strength lies in the messages and content we convey to these potential customers.

*SQL or “Sales Qualified Lead” represents a potential customer who has gone through the sales process far enough to know about us and the product enough to be contacted by a sales representative. The criterion for when “SQL moment” occurs is determined by marketing and sales together.

2 How to get a response from potential customers?

Your messages need to be strong, compelling, and unified, regardless of the channel or type of communication. If you want to get feedback from your contacts, then you need to develop and follow a communication strategy. One message or one phone call will not be enough to get their attention. Focus on sending them content that addresses their problems and challenges in a series of notifications through a variety of formats and channels.

Don’t talk about yourself, rather provide them with useful and relevant information that will let them know you are an expert on the field, making you more legitimate and trustworthy for potential customers. Delivering the right message to the right person at the right time will greatly increase your chances of success.

3 How to differ from the competition?

Having competition in the market is a good thing, as this way you can compare your own results with the competition and assess your progress. The easiest way to differentiate yourself from the competition is for your customers to do it for you. This means that your sales teams need to build strong customer relationships. Every contact of a person or company with your company represents you and your brand. You need to provide a great and consistent experience at all points of touchpoints, which will eventually turn your customers into your brand and product promotors and ambassadors.  

Show them your passion and commitment to help them with all your knowledge and establish such an experience at all levels – in sales, management, production, assembly, service,… Look more broadly at your company – is really a product or service all you have to offer? What if the actual product was your entire company – like Apple, Google, Hormann, BMW,…?

4 How to ask the right questions?

The right questions will help you discover what your customers want, what they need, and where they are having problems. When contacting a customer, most sellers first start presenting their product or service – don’t do that !!! Instead, prepare for the meeting earlier and ask questions that will help you discover if you can help the client or not.

Good preparation is everything. To be able to ask the right questions at the right time and steer the conversation in the right direction, prepare sets of open-ended questions in advance to ask the client for longer and more descriptive answers. Learn the questions by heart so you always have them in stock. Always lead the conversation, never ask more than one question at a time, and be patient and kind. Let you lead talk and you just listen. You won’t believe it, but most sellers don’t actually listen do their lead’s problems. 

5 Too many administrative tasks?

Nowadays, sellers actively sell less than 36% of their time. They spend most of their time preparing offers, entering data into ERP, CRM, and other tools, and preparing sales forecasts and reports.

Fortunately, there are sales automation tools that can take the lion’s share of the burden in this process and relieve your sales reps. By incorporating sales automation tools like SaleSqueze into your workflow, sales reps will also have up to 83% more time to devote to actual sales.

There are also other tools available that allow you to efficiently and free of charge optimize certain tasks, such as Calendly tools, with which your potential customers can choose the meeting date that suits them best.

6 How to maintain relationships after the sale is completed?

The work of your sales team does not end once your product or service is sold. It is much easier and cheaper to sell to existing customers than to acquire new ones, so all your sell-up activities should strive to increase trust between you and the customer, otherwise, you risk the customer going elsewhere or getting cold.

The activities you can do in this area are relatively simple and will take you very little time if you have a well-organized sales team. Most customers will be extremely satisfied if you call or write to them from time to time, in order to find out what their experience was with you and how satisfied they are with what they bought.

For the more advanced, we also recommend the use of marketing automation tools to track how hot your users are and to address them appropriately via personalized messages.

By carefully nurturing relationships with your customers, you will create promoters of your brand, while at the same time making it much easier and mostly more profitable for satisfied customers to sell than to new ones.

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