hen faced with the challenge of closing a deal, many sales professionals think it's merely a matter of price. The truth is, price is rarely the stumbling block. A prospect's weak spot is more often found in a resistance to making a buying decision.

Getting over, under or around that resistance involves first recognizing the obstacle - and even welcoming it. Successful sales professionals consider objections their best friends. While it does sound a bit ridiculous, there is value in the approach that until you know what's keeping your prospect from buying your products and services, you can't highlight benefits that will minimize resistance.

Consider the following guidelines when seeking your prospect's Achilles' heel:

• Write it Down. Planning your presentation is important, but don't get so caught up in what you want to say that you don't listen to what your prospect is saying when you do have that face-to-face.

  Take notes throughout the pitch. Jot down key points your prospect makes. Be sure to include all questions - and objections - and respond to them.

• Ask For It. No matter how many times you've made a presentation, it's always new to prospects. Encourage their questions. Invite them to interrupt at any time if they need clarification on any point.

  Make it clear you want them to be part of the presentation. If they don't ask, pose questions for them. Then be sure to answer their questions effectively.

• Think ahead. The best way to deal with resistance is to anticipate it. You've been around the block a few times. You know what objections you're bound to hear.

  Why not work those objections into your presentation and deal with them before your prospect does? It's all about disarming rather than defending.

• Support Your Strategy. Even though you deliver your presentation honestly and informatively, you still might encounter resistance. Another surefire way to dismantle indecision is to share testimonials from satisfied customers. Specific cases that showcase your service can go a long way when it comes to the prospect realizing what he or she is missing.

• Department of Repetition Department. Take a page from the advertising world and emphasize one or two key resistance-buster messages throughout your presentation.

Don't be afraid to mention an important point two or three times throughout your discussion. It takes more than one swing of a hammer to drive home a nail.