CHAPTER
12
More Problems = More Sales
Questions That Enlarge the Need
SOME SALESPEOPLE STOP digging once they’ve identified one need or pain point. They see an opportunity to sell something and are eager to move on to the next step of the sales process: preparing and presenting solutions. And sometimes salespeople never get past that initial problem.
But the first need you identify isn’t necessarily the buyer’s only need, or even the best one for you to address. Some are disclosed early. Some are revealed only after the buyer has come to trust you, or after the most urgent need has been addressed. Organizations are always growing and changing, ...
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