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Understanding your customer`s buying process makes you much smarter and more successful if you understand `why people really buy`. People buy for their own reasons, not for yours. Until you know your customer`s reasons for wanting, or not wanting, to buy your product/service...you`re in the dark! It doesn`t matter how many reasons you give for believing your product/service is a great buy, they will mean nothing unless your customer has solid reasons of his own for wanting to do business with you. Customers face new problems every day that can radically alter their needs for your products/services. The key is to stay in contact with your prospects...and ALWAYS ask questions to learn where they are in terms of needing your product/service.