It’s easy to think that once you hear the single best word in sales -- “Yes” -- your hard work is done. Because once your prospect wants to buy, it’s your job to sell them and move on to the next one.
Just because a prospect wants to buy doesn’t mean they should. This is a counterintuitive concept to learn; after all, it’s been drilled into your head since day one that your job depends on closing deals.
It’s second nature to you to find prospects with business pain that fits your offering, so once you hear a prospect admit to their pain and say they want ... Read More