Admit it! There are some subjects related to your product, service or solution that you dread talking about. Perhaps your offering isn't the most "leading edge." Maybe your pricing is much higher than competitors. Or maybe you're a boutique firm without the full spectrum of services of the bigger companies.
Whatever it is, you hope like crazy that your prospects won't bring it up. Yet you know deep inside that the topic is unavoidable. No matter how hard you try to dance around the elephant in the room and pretend its not there, it's just a matter of time before someone asks about it. Then you stumble through a lame response that makes you sound like a total patsy and your credibility plummets.
So what's a seller to do?