Make the sale easier by first showing the lack of benefits

The average seller harps on the benefit of the two-door lift; the progressive one first vividly spells out to the buyer what not having the two-door lift means.  Before sharing the benefits of your product, first spell out what the lack of its benefits means to the buyer. Let me illustrate. You’ve watched it in…

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Sell to both the buyer’s logical and emotional reasons for buying

Customers will buy from you even when they don’t feel good about you, only because they have no option. Kenya Power with its growing customer dissatisfaction index is a classic example. Let’s cut to the chase. Customers buy for two reasons only: solutions to problems and good feelings. The former is objective, the latter subjective….

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