$).' )4%-
#OVER LETTER
#AN CLEARLY INTRODUCE MAIN SALES POINTS
&LYER
-ORE VISUAL AND COLORFUL THAN A STANDARD COVER LETTER
0ROMOTIONAL $6$
0EOPLE ARE ALWAYS CURIOUS AND MAY PLAY IT
0RODUCT SAMPLE
!LLOWS THE PROSPECT TO TRY OUT THE PRODUCT
&REE GIFT
#REATES IMPACT AN INCENTIVE TO OPEN THE MAIL
-ONEY OFF COUPON
/FFERS AN INCENTIVE TO BUY THE PRODUCT
/RDER FORM
)F APPROPRIATE CAN CLOSE THE SALE
 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3
38_ED248_US 38 3838_ED248_CMYK_
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0ERFECT 9OUR -AILINGS4O DEVELOP THE PERFECT MAILING YOULL NEED TO EXPERIMENT3END OUT A LIMITED NUMBER ON A WEEKLY BASIS AND KEEP ACAREFUL RECORD OF THE RESULTS #HANGE JUST ONE ELEMENT OFTHE MAILING AT A TIME SO THAT YOU CAN ANALYZE WHAT WORKSBEST %XPERIMENT WITH DIFFERENT LISTS TO lND THE ONE WITHTHE HIGHEST NUMBER OF REPLIES OR THE HIGHEST PROPORTIONOF REPLIES THAT BECAME CUSTOMERS 3PEND TIME ON YOUROPENING LINE AND ON THE BENElTS YOUR CUSTOMERS WILL GAINFROM BUYING YOUR PRODUCTS 7HEN YOU HAVE COMPLETED THElRST DRAFT REVISIT IT FROM THE CUSTOMERS POINT OF VIEWs $OES THE MAILING MAKE YOU EXCITED ABOUT THE PRODUCTs $O YOU UNDERSTAND WHAT THE PRODUCT WILL DO FOR YOUs $OES IT SAY EXACTLY WHAT YOU HAVE TO DO TO PROCEED
-AKE 9OUR &LYER 7ORK
39_ED248_US39 3939_ED248_CMYK_
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(EADLINE -OST PEOPLESIMPLY SCAN THE HEADLINEAND STOP READING SO USEIT TO POSE A QUESTION TOENCOURAGE THE RECIPIENTTO CONTINUE READING"ODY COPY 4HIS SHOULDPRESENT A CLEAR DIRECTPROPOSITIONAVOIDMAKING IDEAS TOO COMPLEXOR TRYING TO SAY TOO MUCH0HOTOGRAPH 4HIS IS THElRST ELEMENT READERS LOOKAT SO USE IT TO PROMOTETHE PRODUCT AND ENCOURAGERECIPIENTS TO READ FURTHER
4HE NEW SELF TUNING ELECTRIC GUITAR0LEASE SEND ME A COPY OF YOUR BROCHURE.AME!DDRESS4ELEPHONE% MAIL-AIL TO !"# 'UITARS 0/ "OX  !NYTOWN /(  ##
#OUPON )NCLUDE A REPLYDEVICE SO THAT READERS CANPLACE AN ORDER OR REQUESTMORE INFORMATION #ODEYOUR COUPON SO THAT YOUKNOW WHICH MAILINGSPRODUCE THE BEST RESPONSE
& ) . $ 9/ 5 2 0 2 / 3 0 % # 4 3 
13/7/06pm20/3/064:06:0214:54:56
3UMMARY 4ARGETING 0ROSPECTS&INDING PROSPECTIVE CUSTOMERS IS A KEY ACTIVITY THAT LIES ATTHE HEART OF SELLING 4HE MORE PROSPECTS YOU CAN lNDTHEMORE PEOPLE WHO HAVE EXPRESSED INTEREST IN YOUR PRODUCTOR SERVICETHE BETTER CHANCE YOU HAVE OF INCREASING YOURSALES 4HIS SUMMARY ENCAPSULATES HOW YOU CAN GO ABOUTlNDING THEM AND HOW TO GET PROSPECTS TO COME TO YOU
0LAN OF !CTION

)DENTIFY YOURPRODUCTMARKET lT
+NOW 9OUR -ARKET

#REATE INTERESTIN YOUR PRODUCT
0ROMOTE 9OUR 0RODUCT
)DENTIFY YOURPRODUCT BENElTS
#REATE INTEREST BYADVERTISING ANDRUNNING PROMOTIONS
2ESEARCH YOURPOTENTIAL MARKETS
%NSURE THAT YOU INCLUDECLEAR CONTACT DETAILSOR AN ORDER FORM
)DENTIFY THE lT BETWEENYOUR PRODUCT BENElTS ANDTHEIR POTENTIAL MARKETS
%NSURE THAT SYSTEMSARE IN PLACE TOHANDLE THE RESPONSE
 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3
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)DENTIFY YOURTARGET PROSPECTS
-AKE CONTACT
4ARGET 9OUR 0ROSPECTS
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"UILD A LIST OF POTENTIALPROSPECTSOR SEVERALLISTS GROUPED BY PRODUCT
$O YOU KNOW EACHCONTACTS NAME
./
#HECK NAMES IN RELEVANTPUBLICATIONS DIRECTORIESOR ON THE )NTERNET
9%3#HOOSE THE MOSTAPPROPRIATE FORM OFCONTACT TELEPHONEEMAIL OR DIRECT MAIL
)DENTIFY YOUR OBJECTIVEFOR INITIAL CONTACT
3 5 - - ! 29 4! 2 ' % 4 ) . ' 0 2 / 3 0 % # 4 3 
13/7/06 4:20:29 pm'&%*%&,+0'+0**fc
$EVELOP 9OUR 3ALES 0IPELINE4HE BIGGEST WASTE OF A SALESPERSONS TIME IS TIME THAT ISSPENT WITH PROSPECTS WHO FAIL TO TURN INTO CUSTOMERS! PROPERLY DEVELOPED SALES PIPELINE WILL ENSURE THATYOU HAVE ENOUGH PROSPECTS TO MAKE YOUR SALES TARGETS
,EARN &ROM (ISTORY7HEN YOU ARE ACTIVELY TALKING TO A PROSPECT YOU ARECONDUCTING A SALES CAMPAIGN .OT ALL CAMPAIGNS WILL RESULTIN lRM ORDERS SINCE THE CUSTOMER MAY DECIDE NOT TO BUYOR TO BUY FROM A COMPETITOR !S A RESULT YOULL NEED MANYMORE PROSPECTS THAN THE ACTUAL SALES YOU REQUIRE TO ACHIEVEYOUR OBJECTIVES !T SOME POINT IN THE CAMPAIGNPROVIDEDYOU THINK THERE IS A REAL CHANCE OF MAKING A SALEYOU WILLNEED TO PRESENT A PROPOSAL OR A QUOTATION !IM FOR A HIGHPERCENTAGE OF PROPOSALS TO BECOME ORDERS "UT AGAIN INSOME CASES THE PROSPECT MAY NOT GO AHEAD WITH YOURPROPOSAL SO YOU SHOULD MAKE MORE PROPOSALS THAN YOUREQUIRE SALES +EEP GOOD RECORDS OF YOUR PROSPECTING ANDSELLING ACTIVITY AND WORK OUT YOUR hCONVERSION RATEv
0ROSPECTn#USTOMER #ONVERSION 2ATES&OR EVERY  OR SOPROSPECTS YOU ARELIKELY TO IDENTIFYAROUND  FORWHOM IT IS WORTHCONDUCTING A SALESCAMPAIGN

4HE 3ALES 0IPELINE 4HIS SHOWS HOWMANY PROSPECTS CAMPAIGNS ANDPROPOSALS YOU NEED TO MAKE EACH SALE#OMPARE YOUR OWN SALES PIPELINE TOTHE ONE SHOWN HERE TO SEE WHETHERYOU HAVE AN EFFECTIVE CONVERSION RATE


&OR EVERY  CAMPAIGNSEXPECT TO MAKE AROUND PROPOSALS&OR EVERY  PROPOSALSEXPECT AROUND  SALES

 & ) . $ 9/ 5 2 #5 3 4 / - % 2 3
US_042-043_Selling.indd4242_ED248_CMYK_42
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0LAN TO )MPROVE
#USTOMER PROlLING )F YOU CAN IDENTIFY
SPECIlC GROUPS AMONG YOUR PROSPECTS!NALYZING YOUR SALESSUCH AS MORE MATURE WOMEN WHO AREPIPELINES AND CONVERSIONPARTICULARLY LIKELY TO BECOME CUSTOMERSRATES WILL HELP YOU TOYOU CAN TARGET THESE GROUPS RIGHT FROMIDENTIFY THE WEAK POINTS INTHE START OF THE SALES PROCESSYOUR SALES PROCESS 4RY TOLEARN MORE ABOUT THE TYPES OF PROSPECTS WHO ARE LIKELY TOPROCEED FROM BEING INTERESTED TO DISCUSSING THE POSSIBILITYOF BUYING FROM YOU %XPERIMENT WITH DIFFERENT TACTICS INSALES CAMPAIGNS AND USE ONLY THOSE THAT GIVE YOU GREATESTSUCCESS 0LAY AROUND WITH THE WORDING OF PROPOSALS AND THEWAY IN WHICH YOU PRESENT THEM AND IDENTIFY WHICH ONE ISTHE MOST SUCCESSFUL &INALLY USE THE SALES PIPELINE ANALYSISTO lND OUT HOW MANY PROSPECTS YOU NEED TO MAKE THEREQUIRED NUMBER OF ORDERSAND DISCIPLINE YOURSELF TO DOENOUGH PROSPECTING TO KEEP YOUR PIPELINE FULL
US_042-043_Selling.indd4343_ED248_CMYK_43
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-ANAGE4HE 3ALES0ROCESS
)N ORDER TO MAKE A BUYING DECISION PROSPECTIVECUSTOMERS WORK THROUGH A SERIES OF STEPSUNTIL THEY FEEL READY TO BUY EMOTIONALLY ANDLOGICALLY 4HE JOB OF THE SALESPERSON IS TO HELPAND GUIDE THE PROSPECT THROUGH THESE STEPS4HIS CHAPTER WILL SHOW YOU HOW TO GET APROSPECT TO THE POINT OF BUYING YOUR PRODUCT4OPICS COVERED IN THIS CHAPTER INCLUDEs (OW TO PLAN AND EXECUTE SUCCESSFUL SALESCALLS AND MEETINGSs (OW TO MAKE STRONG EFFECTIVE PROPOSALSs (OW TO DISTINGUISH GOOD PROSPECTS ANDQUALIFY OUT THOSE WHO ARENT SUITABLEs (OW TO MANAGE EACH STEP IN THE SALESPROCESS FROM OPENING THE SALE THROUGH TONEGOTIATING TERMS AND CLINCHING THE DEAL
44_ED248_US 44 4444_ED248_CMYK_
13/7/06pm20/3/064:06:1114:55:03

45_ED248_US 45 4545_ED248_CMYK_
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$ElNE THE 3ALES 0ROCESS4HE LENGTH OF TIME IT TAKES TO CLOSE A SALE CAN VARYCONSIDERABLY BUT WHATEVER THE LENGTH OF TIME INVOLVEDTHE STEPS IN THE PROCESS REMAIN ESSENTIALLY THE SAME
3TART THE 3ALES 0ROCESS)N SOME CIRCUMSTANCES YOU MAY AIM TO COMPLETE THE SALEAT THE lRST MEETING IN MORE COMPLEX SALES IT CAN TAKEMUCH LONGERUP TO SIXMONTHS OR MORE "UT5NDERSTAND THE 3ALES 0ROCESSHOWEVER LONG THE PROCESS0REPARETAKES THE KEY TO A SMOOTH'ET ALL THE INFORMATION ABOUT THEPROSPECT THAT YOU NEED AND PLANSALE IS PREPARATIONTHE OPENING CALL"EFORE MAKING CONTACTWITH PARTICULAR BUSINESSCUSTOMERS lND OUT AS MUCH/PEN THE SALEAS YOU CAN ABOUT THEM 5SE5NCOVER THE CUSTOMERS NEEDSAND CRITERIA THE PEOPLE INVOLVEDPUBLISHED REPORTS RELEVANTAND THE lNANCIAL POSITIONREFERENCE BOOKS AND THE)NTERNET TO IDENTIFYs 4HE PRODUCTS THEY SELL AND"UILD THE SALETHE MARKETS THEY SELL IN$ECIDE ON THE SALES STRATEGY MEETTHE KEY PEOPLE AND PRESENT YOURs 3ALES TURNOVER AND PROlTSOLUTIONs 4HEIR MAIN COMPETITORSs "USINESS STRUCTUREs 4HE KEY EXECUTIVES-AKE A PROPOSAL4HIS SHOULD GIVE USEFUL CLUES/UTLINE WHAT THE PROSPECT SHOULD BUYAS TO WHICH PRODUCTS MIGHTTHE BENElTS TERMS AND CONDITIONSBENElT THEM AND WHATQUESTIONS YOU NEED TO ASKYOUR PROSPECTS WHEN YOU#LOSE THE SALEMEET THEM TO UNCOVER THEIR(ANDLE OBJECTIONS AND TAKENEEDS AND REQUIREMENTSTHE ORDER


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%VERY SALE HAS lVE POTENTIAL OBSTACLES NO NEED NOMONEY NO HURRY NO DESIRE NO TRUST:IG :AGLAR
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!S YOU GO THROUGH THE SALES PROCESS MEASURE YOUR ONGOINGPERFORMANCE BY GIVING EACH KEY AREAS A PERCENTAGE SCOREAND RECORDING YOUR PROGRESS ON A SUMMARY SHEET#ONTINUE TO UPDATE THIS SHEET AS YOU MOVE THROUGH THE SALESPROCESS 7HEN ALL ITEMS SCORE AT OR NEAR  PERCENT THECUSTOMER WILL BE READY TO BUY +EY AREAS TO CONSIDER ARE
 #USTOMER NEED 4HE IMPACT AND URGENCY OF THE REQUIREMENT &INANCES 4HIS RECORDS WHETHER THE CUSTOMER CAN JUSTIFY THEPURCHASE AND HAS THE MONEY AVAILABLE TO BUY IT
 +EY PEOPLE (OW EASY IT IS TO MEET ALL THE KEY PEOPLE 4IME SCALE 7HEN THE CUSTOMER IS LIKELY TO BUY 3OLUTION (OW WELL THE PRODUCT MEETS THE CUSTOMERS NEED "ASIS OF DECISION (OW WELL THE SALESPERSON CAN MEET THECUSTOMERS BUYING CRITERIA
 0RACTICALITY 7ITH COMPLEX PRODUCTS HOW PRACTICAL IT WILL BEFOR THE CUSTOMER TO IMPLEMENT YOUR SOLUTION #OMPETITIVE POSITION 7HETHER YOU CAN PERSUADE THE CUSTOMERNOT ONLY TO BUY BUT TO BUY FROM YOU RATHER THAN ANYONE ELSE
0OSITION 3UMMARY
#USTOMER NEED
#OMPETITIVEPOSITION
&INANCES0OORNEEDSMORE WORK
s
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3UMMARIZE 9OUR 0OSITION




%XCELLENTNOFURTHER ACTIONREQUIRED
+EYPEOPLE
0RACTICALITY
s"ASIS OFDECISION
4IME SCALE3OLUTION
2ADAR $IAGRAM 9OU MAY lND IT HELPFUL TO RECORD THE RESULTS VISUALLY SO YOU CANSPOT ANY PATTERNS AND CAN CLEARLY SEE WHICH AREAS NEED FURTHER WORK
47_ED248_US 47&*,U&*/U:[\IWb[iFhe$_dZZ*-
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0LAN THE )NITIAL 3ALES #ALL)N THE RELATIONSHIP BETWEEN SALESPERSON AND PROSPECTMOST OF THE POWER LIES WITH THE PROSPECTAFTER ALL THEYCAN DECIDE WHETHER OR NOT TO BUY 9OU CAN MODERATE THISADVANTAGE IN ONE CRUCIAL WAY BY BEING BETTER PREPARED
3ET /BJECTIVES4HE lRST ITEM TO PREPARE IN A CALL OR MEETING PLAN IS YOUROBJECTIVE 4HIS DESCRIBES THE SITUATION YOU WANT TO BE IN BYTHE END OF THE MEETING 3OMETIMES YOUR OBJECTIVE WILL BETO MAKE A BIG STEP FORWARDSUCH AS IN A lRST CALL TOGET THE PROSPECT TO AGREE THAT YOU CAN PRESENT A WRITTENPROPOSAL 3OMETIMES THEY MAY BE LESS FAR REACHING SUCH ASGETTING THE PROSPECT TO AGREE TO YOUR MEETING ANOTHER SENIOREXECUTIVE TO DISCUSS THE ISSUES )N ALL CASES THEY MUST BEMEASURABLEEXPRESSED IN A WAY THAT LEAVES NO DOUBT AS TOWHETHER YOU HAVE ACHIEVED THEM -AKE YOUR OBJECTIVES AS
3ALES #ALL -EETING 0LAN#ALL OBJECTIVES7HAT ARE YOUR MEASURABLE OBJECTIVES FOR THIS CALL/RGANIZATION/RGANIZATION NAME
#ONTACT AND POSITION.AME AND POSITION OF CONTACT7HO ARE YOU MEETING AND WHATIS THE JOB TITLE
/PENING STATEMENT7HAT WORDS WILL YOU USE TO TURN THE MEETING TO THE BUSINESS ISSUE0OSSIBLE OBJECTIONS7HAT REASONS MIGHT THE CUSTOMERHAVE THAT WOULD STOP YOU FROMACHIEVING YOUR OBJECTIVES
#OUNTERS(OW WILL YOU ANSWERTHOSE OBJECTIONS
3ALES AIDS7HAT SALES AIDS WILL YOU TAKE INBROCHURE LAPTOP SLIDE PRESENTATIONINDEPENDENT ARTICLES SUCH ASNEWSPAPER REPORTS
#USTOMER REFERENCE7HAT SATISlED CUSTOMER COULDYOU USE AS A REFERENCE THAT YOURPROSPECT MIGHT CONTACT
3ALES #ALL 0LAN -AKE SURE YOU ARE WELL PREPARED AND HAVE ALL THE ESSENTIALINFORMATION AT YOUR lNGERTIPS BY WRITING DOWN THE STRUCTURE OF YOUR CALL PLAN
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t
4%#(.)15%3TO PRACTICE
2OLE PLAY IS AN EXCELLENTWAY FOR YOU TO IMPROVEYOUR OPENING STATEMENT!SK A FRIEND OR COLLEAGUE TO ACTAS THE CUSTOMER AND PRACTICESELLING YOURSELF AND YOUR SERVICESs 0RACTICE HANDLING OBJECTIONS9OU WILL BE ABLE TO MAKE AMORE CONlDENT AND CONVINCINGRESPONSE IF YOU HAVE PRACTICEDIT BEFORE THE ACTUAL MEETING
s )F YOU FEEL THAT YOU HAVE MADEA MISTAKE DONT JUST STARTAGAINTRY TO RECOVER FROM ITIN THE SAME WAY THAT YOUWOULD IF IT WERE A REAL CALLs !SK FOR FEEDBACK ON THE WAYTHAT YOU SUMMARIZED ANDCLOSED THE CALL THEN USE THISFEEDBACK TO ROLE PLAY YOUROPENING STATEMENT AGAIN SOTHAT YOU CAN PERFECT IT
FAR REACHING AS POSSIBLE BUT ALSO REALISTICDO NOT EXPECTFOR EXAMPLE TO CONVINCE SOMEONE TO MAKE A LARGE CAPITALINVESTMENT IN JUST ONE MEETING
0LAN /PENINGS*UST AS THE lRST IMPRESSION YOU MAKE ON A PROSPECT ISIMPORTANT SO IS THE WAY YOU TURN THE MEETING FROM NORMALDAY TO DAY CONVERSATION TO THE BUSINESS IN HAND 2EHEARSETHIS THOROUGHLY SO THAT YOU APPEAR CONlDENT AND SURE OFYOUR DIRECTION !NY HESITATION HERE TENDS TO HAND CONTROLTO THE PROSPECT 9OUR OPENING WILL EXPLAIN WHY YOU ARETHERE IN A WAY THAT GAINS THE PROSPECTS RESPECT )F THEMEETING IS ONE OF A SERIES THE BEST OPENING MIGHT BE TOSUMMARIZE THE SITUATION TO DATE BEFORE SUGGESTING THEBUSINESS OF THIS MEETING )N AN OPENING CALL YOU MIGHTREFER THE PROSPECT TO THE BENElTS THAT A CUSTOMER HAS HADFROM YOUR PRODUCTS AND SERVICES !LWAYS lNISH YOUROPENING WITH AN OPEN QUESTION TO GET THE PERSON TALKING
4)0 4AKE BACK CONTROL OF A CALL BY SUMMARIZING THEMEETING SO FAR AND ASKING THE PROSPECT A QUESTION
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/PEN THE 3ALE$URING THE CRUCIAL lRST SALES CALL OR MEETING YOU HAVETWO MAIN AIMS TO EXCITE THE CUSTOMER SO THAT THEY WANTTO MOVE TO THE NEXT STEP AND TO MAKE SURE THAT THETIME YOU WILL HAVE TO PUT INTO THE SALE IS WORTHWHILE
!GREE ON THE !GENDA3TART BY AGREEING ON THE AGENDA )NCLUDE THE AREAS WHEREYOU WILL BE SEEKING INFORMATIONTHESE INCLUDEs 5NDERSTANDING THE PROSPECTS REQUIREMENTSs &INDING OUT THE CRITERIA THAT THE PROSPECT USES TO JUDGEYOUR PROPOSALS AND THOSE OF YOUR COMPETITORSs "OTH SIDES DECIDING THAT IT IS WORTH TAKING THE MATTERFURTHERs !GREEING ON THE PROCESS THAT YOU AND THE PROSPECT WILLGO THROUGH TO COME TO A DECISIONs !GREEING ON THE TIME SCALE FOR THE SALES CAMPAIGN%MPHASIZE THE BREAK IN THE AGENDA THAT ALLOWS BOTHPARTIES TO REmECT ON WHETHER OR NOT TO CONTINUE WITH THEMEETING AND THE SALES PROCESS )F HAVING LISTENED TO THEPROSPECTS REQUIREMENTS AND BASIS OF DECISION YOU BELIEVETHAT THERE IS LITTLE CHANCE THAT YOU CAN MAKE A SALE IT ISMUCH BETTER TO AGREE THIS AMICABLY AT THIS POINT )F THEPROSPECT ACTIVELY AGREES TO CONTINUE WITH THE MEETINGTHIS IS EVIDENCE OF COMMITMENT

THINK
3-!24$ONT BE AFRAID TO ASK YOUR CUSTOMERS CHALLENGINGQUESTIONS 9OU MIGHT EVEN lND THAT THE PROSPECTSTARTS TRYING TO SELL THEMSELVES TO YOU4RY TO ASK QUESTIONS THAT PEOPLE DO NOT EXPECT FROM ASALESPERSON !T THE BEGINNING OF A MEETING FOR EXAMPLE ASKCUSTOMERS WHY THEY AGREED TO SEE YOU )T CAN BE REVEALING TOASK A CHALLENGING QUESTION EARLY ON AND OFTEN LEADS TOINTERESTING INSIGHTS INTO THE PERSONS THOUGHT PROCESSES
 - ! . !' % 4 ( % 3 ! , % 3 0 2 / #% 3 3
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%FFECTIVE /PENINGS.%'!4)6% )-0!#4
()'( )-0!#4
3HOWING FAMILIARITY WITH THEIRORGANIZATION AND THEIR PRODUCTSL #ONGRATULATING THEM ON THEIRCOMPANYS RECENT ACHIEVEMENTSL "EING PROFESSIONAL AND FRIENDLY TORECEPTIONISTS AND ASSISTANTSL
!PPEARING TO KNOW NOTHING ABOUTTHEIR BUSINESSL 0RETENDING TO KNOW ABOUT THEIRBUSINESS AND BEING CAUGHT OUTL 4REATING JUNIOR STAFF MEMBERS ASTHOUGH THEY ARE NOT IMPORTANTL
"UILD )NTEREST4HE PROSPECT HAS AGREED TO SEE YOU SO YOU CAN ASSUMETHAT THERE IS ALREADY SOME INTEREST IN YOUR PRODUCTSPERCEIVED BENElTS "UILD THIS INTEREST DURING THE OPENINGCALL BY ASSURING THE PROSPECTSIMPLY AND SUCCINCTLYTHATYOU CAN MEET ALL REQUIREMENTS AND THAT THE PROSPECT WILLACHIEVE BENElTS FROM BUYING YOUR PRODUCTS AND SERVICESs 2ESIST THE TEMPTATION TO GO INTO TOO MUCH DETAIL ABOUTYOUR PRODUCT AND ITS FEATURES &OCUS ON THE PROSPECT ANDESTABLISHING THE PROSPECTS NEEDS WANTS AND CONCERNSs !NSWER ANY QUESTIONS ABOUT YOUR PRODUCT POSITIVELY ANDSUCCINCTLY )F YOU DONT KNOW THE ANSWER STEER AROUNDTHE PROBLEM BY ANSWERING WITH ANOTHER QUESTIONs %NCOURAGE DISCUSSION BY QUOTING FROM A RELEVANTPUBLICATION