You’ve kept trying, and the prospect has finally agreed to talk to you. But she made it clear that she can only spare five or 10 minutes in her busy schedule. So you try to tell her as quickly as you can about all the glories of your company and your products. In other words, you bury her in a data dump, as hundreds of salespeople have done before. And when you leave, she’ll never want to lay eyes on you again.

Until you have asked good questions, you don’t know how to present your product.

Salespeople commit a fatal mistake when they jump directly into a product pitch. Why? Because they’re shooting in the dark, with no idea of the prospect’s unique needs or desires. When you do that, your products and services become undifferentiated commodities that sound like the same ones dozens of other salespeople are pushing…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).