Understanding your customer's product or service needs is so basic to selling that one might wonder why we cover the subject at all in this series on how to persuade a customer to buy. Here's why we do: If salespeople make certain errors in regard to the customer and his product needs, they can create obstacles for themselves. For example, with a new prod-uct in hand that beats out the com-petition, many salespeople will be tempted to rush out to present it to a customer. That could well prove un-successful, for any one of many rea-sons.
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