<s> Published by Rowmark Publishing Limited65 Rogers MeadHayling IslandHampshirePO11 0PLUKISBN 0 9532987 4 4Copyright © Pauline Rowson 2000The right of Pauline Rowson to be identified as the author of this work has beenasserted by her in accordance with the Copyright, Designs and Patents Act 1988.All rights reserved. No part of this publication may be reproduced in any materialform (including photocopying or storing it in any medium by electronic meansand whether or not transiently or incidentally to some other use of publication)without the written permission of the copyright owner except in accordance withthe provisions of the Copyright, Designs and Patents Act 1988 or under the termsof a licence issued by the Copyright Licensing Agency Ltd. 90 Tottenham CourtRoad, London, England W1P 9HE. Applications for the copyright owner’s writtenpermission to reproduce any part of this publication should be addressed to thepublisher.Warning: The doing of an unauthorised act in relation to a copyright work mayresult in both a civil claim for damages and criminal prosecution.Note: The material contained in this book is set out in good faith for generalguidance and no liability can be accepted for loss or expense incurred as a result ofrelying in particular circumstances on statements made in this book.eBook edition distributed by:Summersdale Publishers Ltd46 West StreetChichesterWest SussexPO19 1RPUKwww.summersdale.com
CONTENTSAbout the author
6
Introduction
7
How to use this guide
7
What you will learn from this guide
8
1. Who makes a good salespersonWhat’s the difference betweenselling and marketingSelling to the right personThe Decision Making UnitIn summary
99111217
2. Understanding buyer behaviourWhat influences someone to buy?Selling a serviceIn summary
19192225
3. Understanding buying motivationsNegative buying motivationsPositive buying motivationsSwitching from negative to positiveIn summary
2627282933
4. Know your product or serviceFeatures and benefitsIn summary
343440
5. Know your market place and yourcompetitorsGetting ready for the sales interviewPre-sales researchSet your objectivesCheck your presentation materialIn summary
414242434445
6. The sales interview - approachApproachYour appearanceYour body languageSet the toneAt an exhibitionIn summary
47475052545556
7. The sales interviewDiscussionOpen questionsClosed questionsOpen situation questionsDiagnoseComparative questionsInterpretation and needsActive listeningThe sales interview summarisedIn summary
5959606162676869717475
8. Handling objectionsPositive buying motivationsSome golden rules on objection handlingIn summary
77798085
9. ClosingSolving the prospect’s problem closeAlternative closeFear closeAssumptive closeBuying signals closeIn summary
86878889909192
10. Body languageDistance- personal spaceBody movementsFacial expressionsEye contactBody postureImpressive signalsIn summary
93949496969798100
11. Selling to different personalitiesDominant individualsSocial individualsMeasured individualsCompliant individualsMen selling to women and womenselling to menIn summary
102103105107107
Checklists
114
110113
About the authorPauline Rowson is a freelance writer and author. She hasbeen involved in selling for many years, has run her ownmarketing, media and training company and has advisedmany businesses on all aspects of their marketing, publicityand sales.She is qualified in marketing and is a member of theChartered Institute of Marketing.
–6–
IntroductionSelling in Britain has often been considered a rather nastyoccupation. This probably goes back to the days whenbeing in ‘trade’ wasn’t quite the done thing! We still don’tlike being sold to. Yet how can our businesses succeedunless we sell our products and services?We are all in the business of selling: selling ourselves, ourcompany and our products or services. We are all salespeople, from the person on the reception desk to those inadministration, from the van driver to the salesrepresentative out on the road.When we answer the telephone, when we drive our vanswith the company name on it, when we attend a trainingcourse or meet someone at a function, when we talk toexisting customers and when we target prospects we areselling.
How to use this guideThis guide is written in as clear a style as possible to helpyou. I recommend that you read it through from beginningto end and then dip into it to refresh your memory. Theboxes in each chapter contain tips to help you and at theend of each chapter is a handy summary of the pointscovered.
–7–
What you will learn from this guideThis book will show you how to sell yourself, yourproducts or your services. It will provide you with astructure to help you drive the sales process to a successfuloutcome. I hope you enjoy reading it.In this guide:
how to build a greater rapport with your prospects(those you wish to buy your products and services),get them to like you and therefore increase yourchances of selling to them

how to use a sales structure that works

how to use the buying motivations to get people tobuy

how to handle objections and close the sale.
Note: to avoid confusion and the cumbersome use of ‘he’or ‘she’ throughout the guide, ‘he’ has been adoptedthroughout. No prejudice is intended.
–8–
1Who makes a good salesperson?With the right training and an awareness andunderstanding of others most people can become goodsales people. A good salesperson is:
Someone who prepares well, who does his researchbefore the visit.

Someone who knows the market place and thecompetition.

Someone who knows his products or services.

Someone who is a good listener, who does notalways have a desire to talk about himself

Someone who likes people, understands them andcan develop an empathy with them.
What’s the difference between sellingand marketing?Many people get confused between the terms selling andmarketing. Often they think they mean the same but theydon’t. Firstly let us define what is meant by marketingand where selling fits into the equation.
–9–
S O WHERE DOES SELLING FIT INTO THIS ?
So where does selling fit into this?In order for people to buy your products or services theyneed to know about you. Therefore you have tocommunicate with them in the most effective waypossible. You can do this through a number of promotionaltools. Some of these include:
AdvertisingDirect mailPress relationsExhibitionsSeminars.
You can also do it through selling both on the telephoneand face to face.Selling, therefore, is one of thepromotional tools available for you totarget your prospects and convert theminto customers.
Selling to the right personMany people make the mistake of selling to the wrongperson in an organisation. They waste time and energy,and in the process can also lose the sale. What you say toone person will almost invariably get misinterpreted whenit is passed on to another. So you need to check at thebeginning of a sales interview that you are talking to the– 11 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
right person. Before I look at how you do this I need toexamine ‘The Decision Making Unit’ or ‘DMU’ as itis most commonly referred to.Sometimes you may have to go through several people inone company before reaching the decision maker. Thisis particularly so in the capital equipment market and ifthe product or service you are selling is an expensive one.But even if you are selling to the consumer, a husbandand wife perhaps, there is still a decision making unitinvolved, as we will see.
The Decision Making UnitThis may contain some, or even, all of the following:
Gatekeepers
Everyone knows the gatekeepers! These are the peoplewho think they are paid to keep you out.It never ceases to amaze me how some companies make itso difficult for people to approach them. They treateveryone with suspicion and constantly moan about salespeople, little realising that their organisation has salespeople too and is in the business of selling.You will more frequently come up against the Gatekeepersin telephone selling and if you are cold calling face to face.If you have an appointment, though, you should be ableto get through these people without too much trouble.
– 12 –
T HE D ECISION M AKING U NIT

Users
These are people who may use the piece of machinery,the computer software, or the equipment or systems youare selling. They could therefore influence the purchasingdecision by telling the main decision maker what they likeand don’t like about a product or a service and, of course,who they like and dislike! Those authorising the purchasemay ask the Users for their opinion. Users could also havean effect on future sales and whether the goods or servicespurchased were actually value for money and workedsatisfactorily.
Influencers
These are sometimes more difficult to spot. They maynot obviously be involved in the buying process but theymay influence it. They could even be outsiders who haveheard of your company and its reputation and eitherendorse it or slate it.In a transaction affecting consumer goods, one partnermay be buying a piece of equipment but the other partnermay well affect the decision to buy, even though he maynot be a direct user of that product. For example, theymay not like the colour of the product, the company orthe salesperson and could influence the buyer accordingly.You may also find that your Gatekeeper is an Influencere.g. the person on the security gate is the ManagingDirector’s father. The receptionist is the ManagingDirector’s wife. If they didn’t like you then you couldfind yourself without a sale.– 13 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
BuyersThese are professional people within the organisation, apurchasing manager or buyer, whose job it is to sourceand buy on behalf of the business. They are paid to getthe best deal so, generally speaking, they will be toughand thorough negotiators. They can often be the mostdifficult people to sell to because of this.
Deciders
Who decides on whether to go ahead and buy? This candepend on the value of the transaction. Decisions topurchase may be taken lower down the line for low costor routine purchases (e.g. by a Secretary, Stores person orManager) but, where big money is involved, are usuallymade at top level, so you may be talking to a ManagingDirector or a Financial or Production Director etc.
Specifiers
These are often people like architects who may specifybuilding materials or design engineers who may specifywhat type of components are needed for a specific project.Specifiers may have to be convinced at an early stage thata specification embracing your product will satisfy theirrequirements.Finding the right person to sell to, orgoing through the various people in theDecision Making Unit, requires amethodical and persistent approach.
– 14 –
T HE D ECISION M AKING U NIT
So how do you know if the person you are seeing is thedecision maker?Simple - ask them - and ask them right at the beginningof the meeting.For example:‘Would anyone else be involved in the decision to buy?’Or‘Who else needs to be involved if you decide to go ahead?’You will then find out if you need to involve anyone elsein the sales presentation at this stage, or if you have toreturn to make another sales presentation.If the person you are seeing reveals that he is not the finaldecision maker, ask if the decision maker is available tojoin the meeting. If they are not available then continuewith the sales interview. It would be impolite to terminateit so abruptly and you do not know how much influencethe person you are seeing has with the decision maker.Try and determine this and adjust your sales pitchaccordingly. Try and ensure before you leave that you makeanother appointment to return when you can see boththe decision maker and anyone else involved in the buyingdecision.
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EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
Consumer sellingIf you are in the business of selling to the consumer thendon’t think that the decision making unit doesn’t apply,because it does.For example, how many car salespeople have got it wrongby selling only to the man in a transaction and ignoringthe woman? They have underestimated the influence ofthe woman in the decision making unit.I was involved in training some salespeople who work atthe luxury end of the motorboat market. These boats retailfor £250,000 upwards. Many of the buyers are men whoquite often are accompanied by a female partner. Again,as with our car example, it would be wrong to ignore theinfluence of the woman in this relationship as, equally, itwould be wrong to ignore the influence of any childrenwho might accompany them. Whilst you may not bedirectly selling to the woman or the children, if you ignoretheir concerns and views then you could lose the sale.Whilst it is always wrong to make assumptions, we willnevertheless make one here and say that our man is lookingfor speed and performance from the motorboat whilst ourwoman is looking for comfort, spaciousness and interiordesign. We will, therefore, need to address the needs ofboth parties and sell the relevant benefits to the relevantperson.
– 16 –
I N SUMMARY
In summary
The difference between selling and marketing is thatmarketing is a complete business philosophy. Itmeans putting the customer at the centre of yourbusiness.

It involves you knowing your customers andcommunicating with them in the most effective wayin order to win more business from them.

It is about understanding who your customers areand anticipating what they want, not just today ortomorrow, but next year, the year after, and so on.

In order for people to buy your products or servicesthey need to know about you.

You have to communicate with them in the mosteffective way possible.

You can do this through a number of promotionaltools. Some of these include:AdvertisingDirect mailPress relationsExhibitionsSeminars

You can also do it through selling both on thetelephone and face to face.
– 17 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING

Selling is one of the promotional tools available foryou to target your prospects and convert them intocustomers.

Many people make the mistake of selling to thewrong person. Check at the beginning of a salesinterview that you are talking to the right person.

In some cases you may have to go through severalpeople in one company before reaching the DecisionMaker.

The Decision Making Unit may contain some, oreven, all of the following:GatekeepersUsersInfluencersBuyersDecidersSpecifiers

Finding the right person to sell to, or going throughthe various people in the Decision Making Unit,requires a methodical and persistent approach.

The decision making unit can also apply in theselling of consumer goods.
– 18 –
2Understanding buyer behaviourUnderstanding how buyers behave will give you greaterknowledge in the sales process and therefore make youbetter equipped to convert the sale.
People generally buy for two reasons:Objective reasonsSubjective reasons.You will need to satisfy both.
What influences someone to buy?Individuals will buy some products or services to satisfythe basic physiological needs e.g. to satisfy hunger andthirst, to be free from pain, injury, for security, safetyreasons etc. or because they have to comply with the law.These are the objective reasons why people buy.However, it is not always simply a question of needing orwanting a product or service to serve a specific purpose orto satisfy that basic physiological need that stimulates anindividual to buy. The buyer will also be asking otherquestions about that product and service. They will buyfor subjective reasons.– 19 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
These subjective reasons are personal based and arereferred to as the psychological reasons involved inbuying.For example, if you are buying a car you need the car toget you from A to B; you may also need it to be a certainsize to carry a certain number of individuals. These arethe objective reasons for buying. However, yourdecision to buy a particular model or make, or to buy froma particular garage, will also be based on subjective reasons.The subjective reasons or psychological reasonscould be:
Will this car suit my lifestyle?

Will it make me look good in the eyes of my peersor superiors?

By buying this car what statement am I making andis that the right one for me?

Does this car fit with my role as a director, father,mother, husband, wife etc..
Let me give you another example. I was working with atheatre whose box office staff had to sell tickets to groupbuyers. The group buyers want good discounts - theobjective reason for buying. But the group buyer alsowants to book a show that is popular and one thateveryone in his party will enjoy. If he does, he willcome away basking in the warm glow of being creditedwith that success – this is the subjective reason for– 20 –
W HAT INFLUENCES SOMEONE TO BUY ?
buying. So the box office staff have to satisfy theprospective buyer on both fronts: that he is getting a gooddeal and that his party will enjoy the show.Whether it is a product or a service you are selling, youneed to understand why people buy - both the objectiveand subjective reasons.The subjective or psychological reasons for buyinga product or a service can be summed up as follows:
to give pleasure

to give a sense of satisfaction

to feed and raise self esteem

to satisfy and feed an ego

to reinforce group identity - to give a sense ofbelonging

to satisfy the need for power

to satisfy the need for recognition

to satisfy the need for approval

to satisfy the need for respect
– 21 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
Selling a ServiceThe difference between selling a product and a service isthat you can see a product, you can touch it, even taste itsometimes, but a service is intangible. It cannot be seen,touched or tasted.With a service it is the people who deliver it and thereforethe maxim ‘people buy people’ is even more relevant andvital here.For example, when people buy a legal service they arebuying the objective reasons, i.e. they need a lawyer tohelp them resolve a problem.In choosing that lawyer they are also buying thesubjective reasons. The lawyer (who is the salespersonin this instance) must demonstrate to the prospective clientthe following:
an understanding of the client’s situation

the technical expertise to deal with the client’sproblem

the ability to talk the language of the client

the ability to provide an efficient service

accessibility when the client wants it
– 22 –
S ELLING A S ERVICE
In addition to the lawyer, the prospective client will alsobe buying:
the reputation of the legal firm

the image of the legal firm

the staff in the firm and the way the telephone isanswered etc.

the speed of service

specialist knowledge

cost

the personality of advisers

the breadth of service available

personal recommendation by peers
So the legal firm must make sure it delivers all the above.If it fails to live up to the client’s expectation then theclient will be dissatisfied with the service and will tell otherpeople, thereby damaging future sales for the firm. So youcan see that there are many individuals involved in sellingour legal firm.With a service, you are buying all the people who workfor that organisation - their attitude, their personality andtheir level of expertise. My marketing and media clientsare buying my professional expertise, my skills and– 23 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
knowledge as well as me as a person and the fact that theyare able to get on with me.So in order to sell a service you need to be both personallyacceptable and have expertise. In addition, in service sellingthe prospect is often buying an ongoing relationship.Selling a service, and particularly a professional service, ishighly personal.You may wish to return to this chapter after you have readChapters Three and Four. Then you will be able to drawup a list of both the objective and subjective reasons whypeople will buy from you.
– 24 –
I N SUMMARY
In summary
Understanding how buyers behave will give yougreater knowledge in the sales process and thereforemake you better equipped to convert the sale.

Individuals will buy products or services to satisfybasic physiological needs. These are the objectivereasons why people buy.

Individuals will also be looking to satisfypsychological needs. These are the subjectivereasons.

An individual could be asking whether the productor service:Suits his lifestyle?Makes him look good in the eyes of his peers orsuperiors?Fits with his role as director, father, mother,husband, wife etc.

When selling a service the maxim ‘people buypeople’ is even more relevant and vital.

In order to sell a service you need to be bothpersonally acceptable and have expertise.

Selling a service and particularly a professionalservice is highly personal.– 25 –
T HE NEGATIVE BUYING MOTIVATIONS
The negative buying motivationsWhen you meet someone who is trying to sell yousomething, your reaction can be summed up as follows:
I don’t trust you.

I don’t need you.

No, I don’t think you can help me.

I’m in no hurry to buy - I’ll think about it. I’ll getback to you.

No, I don’t think you can help me.
This could be what your prospective customer is thinking.
If you don’t switch that person over tothe positive buying motivations youwill have lost the sale.
Think about this situation:You answer a knock on your front door. When you openit a stranger is standing on the doorstep with a holdalltrying to sell something to you. You look at him. What isgoing through your mind? Is it something along the linesof: ‘Who is this person? What do they want?’ You’re not– 27 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
sure about them. The negative buying motivations are verymuch uppermost in your mind.When someone comes to your home or office to sell yousomething, you are looking for reasons not to buy ratherthan reasons to buy.You are wary, sceptical, and hesitant. If that sales persondoesn’t gain your confidence at the beginning of thetransaction then they never will and the sale will be lost.So how do you prevent this happening to you whenselling?
Positive buying motivationsYou need to switch your prospective customer over to thepositive buying motivations. These are as follows:
I am important.

Consider my needs.

Will your ideas help me?

What are the details?

What are the problems?

I approve.
You get the sale.Then there is a final stage you’d do well to remember:– 28 –
P OSITIVE BUYING MOTIVATIONS

Remember, I am still important.
It is important, having won the business to reassure thecustomer that he has made the right choice. You also needto ensure that your aftercare/customer care is working. Ifyou fail to look after your customer then all the effortmade by the marketing team, production and the salesperson will be wasted. And remember, it costs eight timesas much to win a new customer as it does to retain anexisting one.
Switching from negative to positiveSo how do you switch your prospect from the negativebuying motivations to the positive buying motivations?The first two stages in the positive buying motivationprocess are crucial:
I am important.Consider my needs.
Here are some ways of making the individual feelimportant:
Address them by their correct name and title.
You need to judge this accurately. I know sales people whohave lost the sale by being too familiar and addressingsomeone by their first name when they should have usedthe surname and their title. So how do you know how toaddress them?
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EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
The simple rule is how they introduce themselves to you.If they introduce themselves as John Smith then you canuse their first name. If they introduce themselves as MrSmith it’s Mr. Smith and the same goes for women usingthe first name or Mrs, Miss or Ms, as appropriate. If indoubt, err on the side of formal rather than the informalfirst name usage and let them invite you to call them bytheir first name.Another general rule to take into consideration is theirage and their position in the organisation. If the prospectis older than me, or very senior in the organisation, I wouldbe more formal in addressing them. In addition, you mayfind some organisations are traditionally more formal intheir approach than others - the professions, for example.
Use the person’s name in your conversation,particularly at the beginning of the salesinterview.
I find this also helps me to remember someone’s name.
Listen throughout the whole of the salesprocess and I mean really listen.
Listening is the highest form of courtesy.There are two types of listening:– Social or casual.– Critical or analytical.It is the latter form of listening you need to do. You need– 30 –
S WITCHING FROM NEGATIVE TO POSITIVE
to assimilate what the prospect is saying, understand it,interpret it and store it for possible retrieval later. Listeningwell is an extremely difficult skill and takes practice. Often,sales people are too busy thinking of what they are goingto say next to really listen.
Ask the right questions to find out what theyneed.
The good salesperson needs to ask the right questions toget the prospective customer to open up. He thereforehas to ask what are called ‘open questions.’ I look atlistening skills and questioning techniques in more detailin Chapter 7.So how else do you get your prospective customer toswitch over to the first two positive buying motivations?I am important.Consider my needs.It can be fairly easy if you remember the following:
People like to talk about two things:themselves and, if they’re in business,their company.So you need to get your prospect talking. It is as simple asthat. If you, as the salesperson, are doing most of the talkingduring the sales interview then you are losing it. Get– 31 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
control back: ask a question, shut up and listen to theanswer. Again, I will cover what questions to ask in a laterchapter.Here is another way you can make your prospect feelimportant:
Demonstrate that you have prepared for thesales interview.
You could refer to something early in your conversationto demonstrate that you have taken the time and troubleto research their business.Having switched the prospect over to the first two positivebuying motivations, you will then need to take the othersinto consideration. These are:
Will your ideas help me?

What are the details?

What are the problems?

I approve.
We will look at how we do this in Chapters 7,8, and 9.
– 32 –
I N SUMMARY
In summary
The successful sales person needs to satisfy thequestions in the prospect’s mind: ‘Why should I?’and ‘What’s in it for me?’

There are two sets of buying motivations:Positive and Negative.

In order to win business you will need to switchthe prospective customer over to the positive buyingmotivations.

Make your prospects feel important by:Addressing them by their correct name and title.Using their name in your conversation, particularlyat the beginning of the sales interview.Listening to them throughout the whole of the salesprocess.Asking them the right questions to find out whatthey need.Demonstrating that you have prepared for the salesinterview.
– 33 –
4Know your product or serviceIn order to be an effective salesperson you need to havegood product knowledge. This may sound a bit obviousbut, believe me, I have come across many sales people inmy time, both on my training courses and personally, whodo not have nearly enough product knowledge. I am sureyou have met them yourself.For example, just think of how many shops you have beeninto and asked a sales person for some information on acertain product and they have been unable to help you.It is not enough though simply to know the product orservice features. You will also need to know the benefitsof those features because, as we examined in the previouschapter, people buy benefits not features. They want toknow how your product or service will help them.
Features and BenefitsYou need to examine this on two levels: firstly yourcompany level and, secondly, an individual product/servicelevel.Why at company level? To enable you to answer thequestion ‘Why should I buy from your company ratherthan ABC Limited down the road?’ In addition, prospects– 34 –
K NOW YOUR PRODUCT OR SERVICE
will want to know what makes your company different?So take a long hard look at your business and what itprovides.Often when I go into companies I ask them the followingquestion:‘Why should I buy from you?’The directors will start rattling off one hundred and onereasons, all features, ending with a variation along the linesof ‘and we’re really nice people!’Nice you may be but nice isn’t enough for someone topart with their hard earned cash or their company’s money.They need to be able to see the benefits.What you are selling can fall into one or more of thefollowing categories:
The solution to a problem they have.

Something that will fulfil a need in them ortheir company.

Something that will make them happier or feelgood.

Something that will make their business moreefficient i.e. it will save them time and/ormoney, or make them more profitable, winthem more business, and so on.– 35 –
EASY STEP BY STEP GUIDE TO SUCCESSFUL SELLING
Remember the objective and the subjective reasons weexamined in Chapter Two? In order for people to see thatthe ‘something’ you are selling will fulfil one or more ofthe items listed above they need to be told what thebenefits of buying that product or service will give them.Let’s look at some examples starting at the company level.FeatureA feature of a company may be that it has easy access fromthe motorway.So what? Are you going to wait for the prospect to makethe leap in his mind of what that will mean to him? No,you are not, you are going to tell them that it means theywill be able to reach your warehouse, factory, shop, officeeasily and quickly without any hassle of fighting throughthe traffic in the town. That is the benefit.FeatureAnother feature may be that you have car parking.The benefit of that feature is simple for all to see but youneed to reinforce it to your prospect:For example:‘Which means Mr Jones you won’t have to waste timedriving around trying to find somewhere to park. What’smore, our parking is free so you won’t have to pay, orhunt for change for the meter either.’
– 36 –
K NOW YOUR PRODUCT OR SERVICE
I have strengthened the benefit by adding another one i.e.the free parking. Then I can further strengthen it by saying:‘So to sum up you can reach us quickly and simply andhassle-free.’Can you see how much stronger I have made this featureby stressing the benefits?But you may be asking why do I have to say these things?The prospect isn’t stupid. Well, you need to say them fortwo reasons:1.
The prospect may not be able to make the leapbetween the feature and the benefit. By spelling itout you are helping them.
2.
If the prospect has made the leap between thefeature and the benefit then by saying aloud what isgoing through the prospect’s mind you arestrengthening the point.
This helps to build a buying signal. Your prospect maybe sitting in front of you nodding his head, or saying,‘Really!’ or raising his eyebrows, sitting forward in his seat,all of which show interest - these are buying signals. Ifthis happens little light bulbs should be flashing in yourhead. You have a buying signal, so capitalise on it byrepeating and strengthening it and adding in anotherrelevant benefit.
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EASY STEP BY STEP GUIDE TO SUCCESSFUL SE