CHAPTER 3Use Needs and Benefits to Command a Higher Price

UNDERSTANDING WHY PEOPLE buy is a science in and of itself. For the typical salesperson, the problem is that there just isn’t enough time in a day to turn the sales process into a science laboratory test. You need to close the sale. However, if you don’t understand why the customer is buying, then you run the risk of your sales process being nothing more than an exercise in customer service. The sales process is about creating sales that otherwise would not have been made, for quantities that otherwise would not have been bought, at a price that is higher than typically would have been secured. Let me explain.

When a salesperson receives an order that was going to be placed anyway, I honestly ...

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