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In order to be successful at selling we must be able to identify the reasons people buy.  As simplistic as this seems, we must always keep in mind that people buy for their reasons–not ours.  Our reasons tend to be based on logic, facts and features.  When is the last time you made a purchase based solely on the facts and logic presented by the salesperson?  There needs to be more in it for the buyer.  Think of the content of your sales calls, your presentations, and your proposals.  Is there something beyond the facts and figures for your customers to identify with?

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