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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 19: Identifying what the prospect wants and needs

Whether you are involved in transactional or consultative selling, it is imperative that you spend time identifying and agreeing what it is that your prospect and their organisation wants and needs. Avoid selling too quickly. People do not like being sold to. Do you? Usually we become defensive if we know someone is attempting to sell something. So – stop it! Build the relationship, develop trust, listen carefully and keep your overt selling to yourself!

‘You will get all you want in life if you help enough other people get what they want.’

– Zig Ziglar, author, salesperson and motivational speaker

At this stage you are looking to identify ...

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