Selling Today: Partnering to Create Value, 14/e

The Business Contact

Converting the prospect’s attention from the social contact to the business proposal is an important part of the approach. When you convert and hold your prospect’s attention, you have fulfilled an important step in the selling process. Furthermore, without this step, the door has been closed on completing the remaining steps of the sale.

Some salespeople use a carefully planned opening statement or a question to convert the customer’s attention to the sales presentation. A statement or question that focuses on the prospect’s dominant buying motive is, of course, more likely to achieve the desired results. Buyers must like what they see and hear and must be made to feel that it is worthwhile to hear more.