Understand the Sales Equation
Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.
I have discussed that chasing opportunities is setting the sales person up for failure. However, it is obvious that you need opportunities to close business. The goal of this chapter is to introduce relationship, or trust, into the discussion about an opportunity. I will develop a simple formula that equals sales success with new customers.
In Chapter 4, I listed these elements as the core to winning deals.