Hal Becker’s Ultimate Sales Book

LESSON 4What Salespeople Can Learn From Kids

Good selling is based on probing. That means finding out what the customer wants or needs—not by talking, but by asking. Too many salespeople start by talking about themselves, often revealing way too much of their life history to make the customer feel they “know” them. They are now the customer’s friend, because the customer knows where they went to school and that they are allergic to celery. They then talk about the company and its history. Finally, they go into detailed information about the product, how good it is, and what it will do for the purchaser. Add why the customer “needs” the product, and the salesperson feels they have done their job and done it expertly! Meanwhile, the customer tuned ...