11Use Educational Selling with Every Customer
Nature understands no jesting. She isalways true, always serious, always severe:she is always right, andthe errors and faults are always those of man.
— JOHANN WOLFGANG VON GOETHE
Amajor reason that prospects do not buy is because they do not fully understand what you are selling and how they can use and benefit from it. Many salespeople assume that after one sales presentation, the prospect is as familiar with the details of the product or service as they are. This can be a big mistake.
When I was selling participations in real estate investments to senior executives, I falsely assumed that these captains of industry, with hundreds and sometimes thousands of staff, were as knowledgeable about real ...
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