Question: Although I research my customers and prepare my presentations in advance, I find it difficult to close the sale. What am I doing wrong?

Answer: Trust is the basis of any meaningful and lasting relationship. It doesn't matter how good your presentation may be, if the person you are trying to convince doesn't trust you, then you won't sell them anything.

However, if you do have their trust, you can realistically expect a positive response more often than not.

There are four basic steps a good sales person should follow to build rapport and, hopefully, ensure a favorable outcome:

Step 1: Mirror their body language

You must be a chameleon and adapt to your environment. Take note of your prospect's posture, gestures, facial expressions, speech patterns and accent. If he or she talks fast, then so should you. People feel comfortable when they are around someone who looks, acts and sounds like them. You don't want to appear to be mocking them, so be careful not to overdo it. This is a practiced art and the more you do it, the more natural it will become for you.

 Step 2: Ask a question

Begin the process by asking a question that requires more than a yes or no answer. The goal is to get the prospect talking. You must engage in a conversation before you get down to business.

You want them to come to know you as a person. Once you hear some trigger words, use them as leverage to continue a conversation purely about their interests. An example would be if you hear that they like sports, get into a conversation about sports.

Step 3: Introduce whatever you are selling

At the appropriate time, discreetly bring up whatever it is you're selling, intertwined with your conversation.

Learn how to make proper transitions and be careful with the way you reference it as you don't want to set off their “salesman alarm”.

Your goal is to get them involved and to ask you questions about your product or service. If you have done your homework and understand the client's needs, it shouldn't be difficult to steer the conversation to how you may have the answers and solutions.

Step 4: The close “Ask for the Sale”

If you have followed steps 1 through 3 precisely, then by the time you are at step 4, you and the prospect should be having a productive conversation.

One of the most common mistakes someone in sales can make is failure to ask for the sale. In most cases it stems from a fear of rejection. You must learn to overcome this fear or begin to look for another line of work.

Gray Poehler is a volunteer with the Naples Chapter of SCORE, Counselors to America’s Small Business. To ask a question or request free and confidential business counseling, call 239-430-0081 or log on to https://www.score.org/naples/local-mentors