Chapter 5. Are You a Consultant or a Product Peddler? The Educational Question

IN MY EXPERIENCE, most salespeople do not wish to be seen simply as “product peddlers.” Most salespeople sincerely want to help their prospective customers by improving their business, saving them money, and expanding their share of the market. The problem is that many prospects are cynical. They either were burned by an unscrupulous salesperson in the past or know someone who was. This makes them leery of new salespeople.

To get over this hurdle, salespeople need to position themselves as experts or advisers who use their expertise to improve the lives of their prospective customers. Using the educational questions will help you build trust and rapport quickly with ...

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