Call satisfied customers and ask them why they like your product, why they do business with you and what the benefits are. This follow-up technique will pump up your enthusiasm. Plus, you can use their answers in the next step.

C: Common objections : “We’re not interested.” “We’re happy with our present supplier.” “It’s too expensive.” “We take care of it in-house.” “I don’t have time.” You can’t argue with any of these points; as soon as you do, you lose. That’s when you should use the tried and true “feel, felt, found” method.

When you hear an objection, pause and let it sink in. Don’t rush to answer. Listen carefully, then empathize with your prospect by saying “I understand how you feel” or “I can appreciate that.” Then build on the success you’ve had with other customers by saying “Many of my present customers felt the same way. But when they found out how much time they saved using our system, they were amazed. I’d like to find out whether we can do the same for you.” Of course, you would insert your own benefit statement. (This is where you should use the responses you got from the satisfied customers you talked to in step B.)

This method has been used over and over–and it works. But it doesn’t work when you do it by rote. You’ve got to know your benefits inside and out. Practice using this technique until it sounds natural.

Ken Blanchard–also known as the “One-Minute Manager”–once said that in today’s business world, anyone can beat you on price. Many people can imitate your product or service. But one thing people can’t do is take away the relationships you build with your prospects and customers. When prospects feel that what you’re saying rings true, they’ll be happy to have you call again.