Written by: Bill Brooks & Tom Travisano

Every salesperson must ``make the sale''--but chatting, networking, even listening to a customer's ``needs'' will only get them so far. What really spells success in sales is the salesperson's ability to determine the customer's true ``wants''--and appeal to those wants directly. Armed with feedback from hundreds of decision-makers, buyers, and end-users at various corporations, authors Brooks and Travisano show how customers almost always make a partly emotional buying decision and demonstrate how to: identify the ``hidden buying motivation'' defined by a customer's wants; use words, phrases, and techniques that work most effectively to uncover customers wants; create a perception in the customer's mind that is favorable--instead of relying on facts and stats.

Filed in: Sales