CHAPTER 8Leverage Knowledge to the Fullest

IF YOU WANT TO LOSE a sales negotiation fast, all you have to do is go into the negotiation without knowing anything about your customers, especially what they need and desire. Going into a negotiation without knowledge is like trying to drive an automobile without being able to see where you’re going. Many salespeople think they can still be successful selling without being knowledgeable about the customer. These salespeople believe all they have to do is show the customer what they have to offer, and for some magical reason, the customer will buy.

Yes, the customer will buy if the price is cheap enough or the immediate need is great enough. But the problem with both of those situations is that the ...

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