6. Uncovering real needs
‘He who asks a question is a fool for five minutes; he who does not ask a question remains a fool forever.’
—Chinese proverb
A common analogy for the sales process is that it is like a dance. Buyer and seller circle each other (hopefully with some grace), before finally moving forward together – as partners. We have already discussed the tendency for the seller to take control – to take the lead and dictate the steps and the rhythm – and we have suggested that handing control to the buyer is a good idea.
Sellers often tango when a slow waltz would be more appropriate. Sellers assume they know what the buyer needs and they force the questioning process down certain avenues that they think will help them showcase their ...
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