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The Ultimate Guide to Sales Training: Potent Tactics to Accelerate Sales Performance by Dan Seidman

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Chapter 17

Solution- Versus Consequence-Centered Selling

CHAPTER OVERVIEW

Two Distinct Buyer Types

How to Script a Conversation for Each Type

Exercise 17.1. Create Your Own Script

The Magic Question to Identify Type of Buyer

Remember when everyone sold using features and benefits? Then a trend started where everyone began to use pain to motivate buyers to buy. Now training organizations around the planet take positions as to which approach is better. The good news and the bad news is that everybody was right. Both approaches work, but until now we didn’t know exactly when to sell with pain and when to sell with gain.

The Painful Pieces of Solution Selling

Picture this: You’re twelve years old and you fly into the house after school. “Mom, Dad, ...

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