The risk of the fast sale is you won’t learn enough about the customer to enable you to make a second sale.

Many times when we make a “fast sale,” we do so without really learning the needs the customer has. Sadly, we then don’t learn how the benefits we can offer will help them. Knowing these things are critical if we have any expectation of being able to serve the customer long-term.

When a sale is made too quickly and we don’t learn these things about the customer, we run the risk of having the purchase become nothing more than a commodity transaction where the customer is thinking of nothing but the cost. When the transaction becomes solely about the price, we lose all opportunity to become a valued partner. We become known to the customer as bringing only one thing — a low price.

If you have found yourself in this situation having made a fast sale, do not think you can’t go back to the customer and ask them questions about the needs they have and the benefits for which they are looking. It may be too late to use them on the initial sale, but you can still use this information to help ensure there is a profitable second sale.

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