Much sounder and much more fruitful than relying on any “psychological” analysis of selling is the threefold process implied in the customer-problem approach: (1) What is the customer’s need or want? (2) How does my product fit that need or want? (3) How can I best demonstrate the relationship between the two? Such a process has these distinct advantages: (1) It keeps the salesman’s mind on one central purpose, yet allows adaptation to individual cases. (2) It suggests the motives that can best be appealed to in making a sale. (3) It does not arouse so much new resistance and may even lull resistance already present. (4) The completed sale leaves the customer satisfied.
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