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Hal Becker’s Ultimate Sales Book by Hal Becker

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LESSON 13Questions Are Everything in a Sale

In 1936, Dale Carnegie wrote his best-selling book, How to Win Friends and Influence People. In the book, he said the secret was to find out what people wanted. That couldn’t be any truer today. It’s so simple, yet so few salespeople do it.

Find out what people want. The only way to do that is to ask questions and listen to the answers. That means quit the sales-pitching presentations and all the spewing of wonderful product knowledge you have memorized.

I actually observed a salesperson who was so into his memorized presentation that when the customer interrupted to ask a question, his response was, “That’s a good question. The answer to that will be covered later in the presentation.” How absurd! ...

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