Why do most salespeople fail? The main reason most sales don't happen is because the salesperson knew too much. Knowing too much has a tendency to make you talk too much ... to begin to solve prospects' problems before they've had the opportunity to really acknowledge that they even have problems. When you start to solve the one problem that might have been mentioned at first, you stop asking questions and probing deeper for what could be other problems. And just because you think you're providing solutions for that first problem, you think that you will definitely win that business. You couldn't be more wrong.
The real control, the real power in the buying-selling process is in the hands of the assistant buyer who consciously and strategically uses questions to direct the feelings of the prospect. This is the art of persuasion, and persuasion is so much more effective when people persuade themselves. If you'd like to increase your knowledge of how to use this approach, drop me a line.
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