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The Sales Book by Graham Yemm

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Questions are your friend

Objectives

  • To understand the difference between open and closed questions
  • To be able to structure questions in order to build your information from the prospect
  • To develop your understanding of the prospect’s situation through better questioning
  • To create opportunities through effective questioning

Understanding

Many inexperienced, or under-confident, sales people make the mistake of thinking that by talking they are in control of the conversation. This means that they feel the need to keep talking about their product or service, hoping they will strike a chord with the prospect. There is an old saying in the sales world, ‘telling is not selling’. Bear in mind you want to influence people to buy something, not feel ...

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