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BSS: Great Selling Skills by Bob Etherington

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Why questions are the basic tools of successful selling

Questions and answers combined create a dialogue and (as you learnt in Chapter 1) a dialogue is much more effective than a classic sales pitch (i.e. You making statements and putting them to sleep).

If you fail to get this dialogue underway, with the customer doing at least 60% of the talking, you will rarely secure an order, contract or sale for your business. Your questions (and the way you answer the questions put to you by your customer) are the most important parts of your sales discussion.

As an Amateur Seller (I’m not being patronizing but I think that’s why you bought this book) you are strongly recommended (by me) to get into the habit of preparing your questions in advance and ...

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