I’m always amazed at how people want to complicate the sales process. This past week I was asked by a new sales person what it takes and I replied:

1. Uncover pain
2. Evoke confidence
3. Close the sale

It’s that simple. Ask questions that get the customer to reveal their pain. At the same time, ensure that the customer gains confidence that you can help alleviate that pain. Once you have done these two things, it becomes very simple to close the sale.

Nothing complex here at all. The challenge is in taking the time to develop the right questions that will help the customer see and feel their pain.

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