CHAPTER 7

Understand the Sales Equation

Why Chasing Opportunities Does Not Work

Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.

—Zig Ziglar

I have discussed that chasing opportunities is setting the sales person up for failure. However, it is obvious that you need opportunities to close business. The goal of this chapter is to introduce relationship, or trust, into the discussion about an opportunity. I will develop a simple formula that equals sales success with new customers.

In Chapter 4, I listed these elements as the core to winning deals.

  • Pain. Without pain, or need, there is no order. A compelling event is pain with a time element. This is the best type of pain because it makes predicting and ...

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