Once we have found our prospect, it is important to understand why and how to qualify him to determine his level of interest. What are the different levels of interest? Does this prospect Require (need) a product/service like ours? For example, if the prospect is a nurse, he or she would need a watch with a highly visible way to see the seconds in order to take a patient’s pulse. Does this prospect Desire (want but not need) a product/service like ours? For example, if the prospect has a watch that is ...
How often are salespersons found to be surprised, even shocked, when we do not close a sale that we thought was a “sure thing?” This happens too often. One of the principal reasons this happens is that the salesperson was never actually dealing with the REAL decision maker. For the purpose of this article the term “decision maker” will mean the individual or the set of individuals required to approve a purchase. As the great J. Douglas Edwards was fond of saying, “If we are NOT talking directly to the decision maker, pack up and leave; unless we just want to ...
