CHAPTER 22
The Needs-Analysis Stage
Imagine that you’re in your doctor’s office. The doctor is describing a new medication for diabetes patients, extolling the virtues of this revolutionary drug. It is readily available and offers patients an annual savings of 50 percent over standard insulin. Obviously, your doctor is excited about this new product. The doctor writes a prescription for you. You’re confused because you’re there for a flu shot. Moreover, you don’t even have diabetes. The doctor has prescribed without diagnosing your symptoms.
How many times have you done to a buyer what the doctor has done to you? Many salespeople make calls in which they detail their product, assuming that the buyer needs it and is aware of this need. You can’t ...
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