CHAPTER 1
Closing the Knowing-and-Doing Gap
When You Know Better, You Do Better
THE PROFESSION OF SALES has changed dramatically in the last few years. The Internet has made product knowledge a commodity, and the old sales approach of feature-advantage-benefit selling doesn’t work with today’s savvy, well-educated prospects.
Today’s prospects research their potential purchase or vendor, gather the information they need, and start self-diagnosing problems before showing up to a sales meeting with you. Today’s prospects don’t need more details on features and functions because that information is available on the Internet. They ask salespeople more questions, better questions, and harder questions.
In some cases, the selling opportunity turns ...
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