Sales pros generally recognize when a prospect is losing interest. They’ve experienced the physical signs like crossed arms, heavy sighs, short replies. The pros are usually incredibly patient and levelheaded when dealing with difficult customers, and don’t rush to end the sales call.

It’s vital to practice active listening—lean in to the conversation, take notes and when a prospect states an objection, do not simply say, “I understand,” because you do not understand.

You do not know the pressures your prospect is having and often it has nothing to do with your sales presentation. It’s time to restate the objection expressed, “As I understand it Ms Jensen, our pricing is a barrier for your business. Your budget is tight, is that correct?”

Always work to gain the prospect’s trust with patience and clear, professional communication.