True salespeople are those that make wants. Wants make sales.
You’ll become more successful when you don’t think it’s your job to make sales, because that thought tends to transfer itself to the prospect, who doesn’t want to be sold.
The prospect wants to buy what he wants. So you need to make him want and the want makes him buy.
People always buy what they want, when they want it hard enough and when they can afford it. Sometimes even when they can’t afford it, just because they wanted to.
What this really means is that salesmanship is simply creating a want for the thing to be sold. That want must be more burning than any other want requiring a similar expenditure of time, energy and money for its gratification.
To create a want with this type of intensity, you need to think of the thing to be sold in terms of what it will make happen for the prospect after he buys it.
You can’t sell the features … you can sell the feeling that will come after the purchase.
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