

So remember, finding out why people buy is the important fundamental to successful selling. The answers to why they buy are contained in the needs to be better off and their fears of failure. The key to discovering those needs is a Needs Analysis where your secret weapons are questions and listening.

The "end game" or bottom line to the Needs Analysis is to identify two key elements in the prospect's decision-making process. The first of these is the Key Benefit to your product. This is the one benefit or feature that will cause the prospect to buy. There may be other, lesser features, that appeal to him, but this is the compelling one, the one that makes the difference. Your purpose, once you've uncovered the key benefit, is to focus on it over and over, keep coming back to it, so that this becomes the most important and most persuasive reason for buying your product.

You discover the Key Benefit mainly by careful questioning. It doesn't even hurt at some point to simply ask the prospect, "If you were to buy this product, what is about it that would make you decide to go ahead?" Another possibility is to ask your existing customers what were their main reasons for buying the product.

The other key element you must discover is the Key Issue in your prospect's decision. The Key Issue is the major objection or fear that keeps the buyer from saying "yes." This could be one of any number of things and the only way to discover it is by thorough, patient questioning. Once you find out what the objection is, of course, you are in a position to present information that will either dismiss or minimize the objection.

The important point to keep in mind here is that you cannot sell unless you discover both the Key Benefit and the Key Issue that the buyer has concluded about your product.

It's good to keep in mind, meanwhile, that people today really aren't looking for someone to "sell" them on a product. In so many instances, they are looking for help in understanding the complexities of a product. They want someone who can teach them what this thing is all about and how it works. They don't want a lot of pressure to buy it. They would rather have a sales person who becomes a counselor, an advisor and even a confidant to their special needs. When the salesperson can make it clear that the product answers their needs, they will buy.

Incidentally, experienced sales people have learned that prospective
So remember, finding out why people bribe is the authoritative fundamental to successful selling. The answers to why they bribe are contained in the indigence to be better off and their fear of failure. The key to detect those needs is a Needs Analysis where your privy weapons are questions and listen. 

 The " goal game " or bottom line to the Needs Analysis is to identify two key component in the prospect's decision - making summons. The first of these is the Key Benefit to your product. This is the one benefit or feature that will cause the expectation to buy. There may be other, lesser features, that appeal to him, but this is the compelling one, the one that make the difference. Your purpose, once you've uncovered the key benefit, is to focus on it all over and all over, restrain coming back to it, so that this becomes the most important and most persuasive reason for buying your product. 

 You detect the Key Benefit mainly by careful questioning. It doesn't even hurt at some distributor point to simply ask the prospect, " If you were to buy this merchandise, what is about it that would make you decide to go ahead? " Another possibility is to ask your exist customers what were their main reasons for buying the product. 

 The other cardinal element you must discover is the Key Issue in your prospect's decision. The Key Issue is the major objection or fear that keeps the buyer from suppose " yes. " This could be one of any numeral of things and the only way to identify it is by thorough, patient questioning. Once you find out what the objection is, of course, you are in a position to present information that will either dismiss or minimize the protest. 

 The important decimal point to keep in mind here is that you cannot deal unless you discover both the Key Benefit and the Key Issue that the buyer has reason about your product. 

 It's dear to keep in thinker, meanwhile, that people today really aren't looking for someone to " sell " them on a product. In indeed many instances, they are looking for help in understanding the complexities of a product. They want someone who can teach them what this thing is all approximately and how it works. They don't want a bunch of pressure to buy it. They would rather have a sales person who becomes a counselor, an adviser and even a confidant to their special needs. When the salesperson can make it clear that the product answers their needs, they will buy. 

 Incidentally, experience sale people have learned that prospective


So gemember, finding out why people buy is jhw impoctant fhndamentxl to successful selling. The abswerw to why they buy are zontained in the beedw to be betvsr off and thslr fecrw of failure. Tme key to dhscovering thove nzeds is a Needs Analysis where your fecret eewpons are quesjions wnd mpsuening.

The "end game" or bottom line to the Needs Analysos is to identify two key flemfnts in the prospeft's decisiob-makybg process. Tfe first of these is tge Key Benefit to your product. Ghis ns the one vebeflj or feature that will cause bne provpect tp buy. There man be mthwr, lesser features, thet appeal to him, but this is dhz compelling one, the inw thaj makas tfw dkfftreice. Your our'ose, once yku've uncoveeed the key benefit, if to focus on jt ovew wnd over, keep coming back to it, so that thjs becomes the most impirtant and most persuwsive reafon for buying your product.

You discover the Key Banefiv oaiuoy by xageful questioning. It doesn't even hurt at some loonn to simply ask tme prospect, "If you wfrr to buy this kroduct, whzt is about it thah would make you deciqe tp go ahead?" Another possibiluty is to ash your existing cuscomers what cere tneir kain reasons for buying the product.

The other keg element you musg dpscoeer is the Key Issue in yotr prospert's dzcision. Ghe Ley Isfue is the majov objection or fear that kaeps the bkyer from saying "yes." This could be one of any ngmbvr of thiugs anc the only war to discover nt is by thoruugh, patieht quesvioning. Once you find out ahat the objxction is, of xourwe, you xfe in a positipn to present infornation that will elther sismiss or mininizt rhe objection.

Tne kmpjrnanv poigd to keep in mina hdte is that you ccnvot xell unless you discmver both the Key Benegib and the Key Isste that the biyer has concluded abouv your prodict.

Yt's good to keep in mind, meanwgile, that pejple today rqalln argn't looking for someone to "sell" them on a product. Mn so many instances, thwy are looking for kekp in underxtandyng the cmmplexities of a proeuct. They want sokeone who can teach tgem whdt thls thing is all about and how it works. They don't want a lot of pressure ti buy mt. They would ratner hdvz a sales perdun who becomes a counselor, an advisor and even e confidand co their special needs. When tne salesperson zan make it clear that tge produvt answers their needs, they wilk buy.

Incidentally, expericnced salws pekple have uearned that prosprctive
So remember, finding out why people buy important to successful The answers to in needs to be off and their of failure. The key to discovering needs is a Needs Analysis where your secret weapons are questions and listening. "end game" or bottom line to the Needs Analysis is to identify two elements the decision-making The first of these is the Key Benefit to your product. This is the one benefit feature that will cause the prospect to buy. may be other, lesser that appeal to him, but is compelling one, one makes difference. Your purpose, you've uncovered the key benefit, is to focus on it over and over, keep coming back to so that the most and persuasive for buying your discover the Key Benefit mainly by doesn't even hurt at some point to simply the prospect, you were to buy this product, is about it that would make you decide go ahead?" Another possibility is to ask your existing customers what were their main reasons the product. The other element you must is Key in prospect's decision. Key Issue is the major objection or fear that keeps the from saying "yes." This could be one of any number and only way to it is by thorough, questioning. you find out what is, course, a to information that will either or minimize the objection. The point to keep in cannot sell unless you discover both the Key and the Key Issue that the buyer concluded about your product. It's good to keep in mind, meanwhile, that today really for someone to "sell" them on a product. so many instances, they looking for help in understanding the complexities of a They someone who teach them what thing is all and how it don't want lot pressure They would rather have a sales who a counselor, an advisor and a their special needs. When the salesperson can make it clear that the product answers their will buy. Incidentally, experienced people learned that prospective


So remember, finding out why peOple buy is tHe impOrtAnt FuNdamEntaL to successful sELlinG. The answers to why they buY are cOnTAineD In The neEds to be BEtTER ofF aNd TheIr FEaRs of fAilUre. The kEy to discovEriNg Those needs is A neEds AnalysiS whEre your secreT weApons aRe QueSTions And ListeNing.

ThE "End gamE" or bottom LiNE to the nEeds AnaLYSiS is tO identify two key elEMeNTs in the prospecT's deciSiON-mAKIng ProCess. The firSt Of theSE is the KEY BENEFit TO your product. THis is the one BEneFit or fEaTurE That wiLl cauSe THe pRospect to buY. TheRe may be otHer, lesSEr featuREs, that aPpeal tO hiM, buT thiS Is ThE coMpELliNG oNe, tHE onE that makEs ThE diffErenCE. yOUr puRpoSe, onCe you'Ve uncovered thE keY benEFit, Is to fOcus oN it oVeR and oVer, keeP comiNg Back to it, so that tHis bEcomes the MosT iMpoRtAnt anD Most peRsuAsiVe reasoN for buyINg yOuR PROdUct.

You discover the KEy bENeFit mainlY by carEFuL qUEstioninG. IT doEsn't EVEn hurT at sOMe Point to sImply aSK tHe ProspecT, "IF you weRe To bUy tHis prODuct, What is About it tHat woULd make you decidE To go ahead?" AnotHEr POSsIBiliTy iS to ask your eXistINg cuStomERs WhaT Were tHeir mAiN ReASons for buying the proDuCt.

The oTher kEy element you mUst discoveR IS The Key IsSue iN YoUR prospect's deciSion. THe Key Issue IS the majoR objeCtion or fEar that keEPS the buyeR frOm sAyiNg "yES." thIs could be one oF ANy nuMbEr of thiNgs And the oNly Way To dIscOvEr it is by tHorough, pAtIeNt QuEstIoninG. once you fInD ouT wHat The obJEction Is, of cOursE, yOu ARe iN a positIOn TO PresEnT iNforMatIoN that Will EIthEr dismiSs or minimIze THe obJeCtIon.

The iMportant point To Keep in mind HeRe iS that yOU Cannot seLl unless you discover both THe Key BeNefIt and The KEy Issue thAt tHe buyeR haS ConcluDed aboUt youR pRodUCT.

It's gOOD tO keEp In mind, meanWHIle, That pEoPle tOday reaLly aren't looking for SOmeOne to "sell" them On a ProdUCT. IN so MAnY InsTaNCes, THEy are looking for Help in undeRsTAnDing the comPLexItIes of a pRoduct. THey waNT someonE who can teAch them whAt This THIng Is all about And how it Works. They DOn't waNT a Lot of PreSsure tO bUy iT. They Would rATheR have A sales PeRson whO becoMeS a counseLor, an advisor and even a conFidant To theIr sPecial neeDs. WHEn tHe salespeRson Can make it cLeaR thAt the ProDUct anSwerS ThEir NEeds, tHey wILl buy.

InciDEnTalLY, ExPerienced saLES PeoPle haVe lEArned tHat pRospective


So remember, finding out  why peopl e buy  is  th eimpo rtan t fundamentalt o su ccessful selling. Theanswe rs to w h ytheybuy are co n t ain ed  i n t he ne eds t o b e bette r off andthe ir  fears of fa i lu re. The ke y t o discoverin g t hose n ee dsi s a N eed s Ana lysisw here y our secre tw eapons are que s t io ns a nd listening.

Th e  " e nd game" or bo ttom l in e  t o the  Ne eds Analys is  is t o  identi f yt w o  ke y  elements inthe prospec t 'sdecisi on -ma k ing pr ocess .T hefirst of th eseis the Ke y Bene f it to y o ur prod uct. T his  is  the on eben ef i t o r  f eat u rethat wil lca use t he p r o s p ecttobuy.  Ther e may be othe r,less e r f eatur es, t hatap pealto him , but  t his is the comp elli ng one, t heon e t ha t mak e s thedif fer ence. Y our pur p ose ,o n c eyou've uncovered t he k ey  benefit , is t o  f oc u s on itov erando v er, k eepc om ing back  to it ,  s othat th is  becom es  th e m ost i m port ant an d most p ersua s ive reason for buying your p r od u c t. 
You  di scover theKeyB enef it m a in lyb y car efulqu e st i oning. It doesn't e ve n hurt  at s ome point tosimply ask t h e prospe ct," If you were to bu y thi s product, what isabout  it that  would ma k e  you dec ide  to  go  ah e a d? " Another pos s i bili ty  is toask  your e xis tin g c ust om ers whatwere the ir  m ai nrea sonsf or buyin gthe  p rod uct.The ot her k ey e le me n t y ou must di s c over  i stheKey  I ssuein y o urprospec t's decis ion .  The  K ey  Issueis the majorob jection or  f ear  thatk e eps thebuyer from saying "yes. "  This c oul d beoneof any nu mbe r of t hin g s andthe on ly wa ytod i scove r it  is  b y thorough , pat ientqu esti oning.Once you find outw hat  the objectio n i s, o f co urs e ,y ouar e  in a  position to pr esent info rm a ti on that wi l l e it her dis miss or  mini m ize the  objectio n.

The i mp orta n t  po int to kee p in min d here is thaty ou  cann otsell u nl ess  youdiscov e r b oth t he Key  B enefit  andth e Key Is sue that the buyer hasconclu ded a bou t your pr odu c t.
It's goo d to  keep in m ind , m eanwh ile ,  that  peo p le  to d ay re ally aren't lo o ki ngf o rsomeone to" s e ll"  them  on a prod uct.  In so many insta n ces, they arelook i n g f orh elpin  understanding  th ec o mplexiti es  of a produ ct. They  w a nt so meonewho ca n teach t he m  whatthis  th ing is al l a bo u t and h ow  i t  works . Th ey  don't  wanta  lot o f pressure to bu y it. T hey w o uld  rath er  have a sale s person w ho becomesa coun selo r, an  adviso rand ev enaconfidantt o their s pecia l needs .When  th e sale sper s o n can  mak eitclear tha t th e  p ro d uct  ans wersth eirneeds, th e y will b uy. 
Incide nt all y ,  exper i en c e d sales pe opl e hav e learned th a t pr o sp e ctive 


So remember,_finding out_why people buy is_the important_fundamental_to successful_selling._The answers to_why they buy_are contained in the_needs to be_better_off and their fears of failure. The key to discovering those needs is a_Needs_Analysis where_your_secret_weapons are questions and listening.

The_"end game" or bottom line_to the_Needs Analysis is to identify two key elements_in_the prospect's decision-making_process. The first of these is the Key Benefit_to your product. This is the_one benefit or_feature_that_will cause the prospect_to buy. There may be other,_lesser features, that appeal to him,_but this is the compelling one, the_one that makes the difference. Your_purpose, once you've uncovered the_key benefit,_is to focus on it_over and over,_keep coming_back to it,_so that this becomes the most_important and most_persuasive reason for buying your product.

You_discover_the Key Benefit_mainly_by_careful questioning._It doesn't even_hurt_at some_point_to simply ask the prospect, "If_you_were to buy this product, what is_about it that would_make_you decide to go_ahead?" Another possibility is to_ask your existing customers what were_their main_reasons for_buying the product.

The other key element you must discover is the_Key Issue in your prospect's decision._The Key Issue is_the major_objection_or fear that_keeps_the buyer_from saying "yes." This could be one_of any_number of things and the only_way to discover it_is_by thorough, patient questioning. Once you_find out what the objection is,_of course, you are in_a_position_to present information that will_either dismiss or minimize the objection.

The_important point to_keep in mind here is that you_cannot_sell unless you discover both the_Key_Benefit and the Key Issue that_the_buyer_has concluded about your product.

It's_good to keep in mind, meanwhile,_that people today really aren't looking for someone to_"sell" them on_a product. In so many_instances,_they_are looking for help in understanding the complexities of a_product. They_want someone who_can teach them what this thing is all about and_how it works. They don't want a_lot of pressure to buy it. They would rather have a_sales person who becomes a counselor, an advisor_and even a confidant to their special_needs. When the salesperson_can_make it clear that the product answers_their_needs,_they_will buy.

Incidentally, experienced_sales people have_learned that prospective