Ask and listen

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One of the first things to learn as a seller is the importance of asking questions.

People are far more likely to buy what they want rather than what they need. This is an important distinction when trying to make a sale because it's much easier to determine what they need. But you have to know what they want and the only way to get that information is to ask questions and then listen carefully to the answers.

Sales gurus will go so far as to suggest that you never actually answer a question directly. Instead, pose an answer in the form of another question.

For example, if they ask, "Can I get it in blue?", your response is, "Would you like it in blue?" This will keep the flow of information going whereas offering an affirmative or negative response will simply end the dialog.

Furthermore, it is unwise to ask any question that can be answered with a simple yes or no.

It might seem a bit risky to play it like this but if you want to find out what your prospective client really wants, you need to keep the lines of communication open.


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