Getting information from a buyer can be a tough process. Sometimes they deliberately put up a metaphorical brick wall to keep the seller out.

If you question the bricks (specifications, lead times etc) you get the same information your competition does. It is also very hard to get through to the real problems – after all bricks are very hard.

Question the mortar – the weakest part of the wall. Challenge assumptions, words used and hesitations to find out what is really going on.

I bet your opposition isn’t doing this. They don’t have these sales skills.


This is an edited extract from my new book “Better Positioning Deeper Conversations More Sales”, ​Due out May 2016. To find out more and register for pre-release information click here