Top Highlights

• The building of perceived value is probably the single most important selling skill in larger sales. We’ve studied it in detail, and several chapters of this book are devoted to how to increase the value of what you offer your customers.
• Purchase price is one factor that increases caution, but fear of making a public mistake may be even more important.
• 2. Problem Questions. Once sufficient information has been established about the buyer’s situation, successful people tend to move to a second type of question. They ask, for example, “Is this operation difficult to perform?” or “Are you worried about the quality you get from your old machine?” Questions like these, which we call Problem Questions,...
• 2. Checking that key concerns are covered. In larger sales, both the product and the customer’s needs are likely to be relatively complex. As a result, there may well be areas of confusion or doubt in the customer’s mind as the point of commitment nears. Less successful sellers go ahead and close, ignoring the possibility that their customers may s...
• The purpose of questions in the larger sale is to uncover Implied Needs and to develop them into Explicit Needs.