Whether you are selling a product, service, or an idea, it always pays to remember that the person you are trying to convince always wants to know, What's in it for me? You'll never convince anyone verbally until you answer that question. Compare the appeal of the promotion "Apples contain vitamins and natural sugar" with "An apple a day keeps the doctor away."[5] The first speaks the words of the apple grower; the second appeals to the needs of the buyer.

Sell the Sizzle, Not the Steak

From early in their careers, salespeople are taught that to make a sale they must first show how their product or service can meet a prospect's needs. This requires a knowledge of the features and benefits of what they are selling and an understanding ...

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