Show and Tell—Better Yet, Show and Prove

To close a deal you need to make recommendations that capture customers' minds and hearts. That's the core of “consultative selling”—solving a problem or creating a unique and memorable buying opportunity. A client who knows that a salesperson found merchandise she wouldn't have found on her own is more likely to return and show loyalty to the salesperson. Appraising the Situation Evaluate your sales team with the following questions: Are you hearing persuasive recommendations, or are sales associates simply presenting items that clients request without explaining how they meet their needs? Are sales associates providing so much product information that the client's eyes glaze over? Do sales associates often say to clients, “I love it” or “It's my favorite” or “I'd buy it”? Do clients verbalize why they l

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