In any major sale, a prospect makes a predictable series of buying decisions that lead up to the final purchasing decision. The first and most important of these is: “Do I ‘buy’ the salesperson?” This decision is always made before the prospect will seriously consider other factors such as product features or price.

Most salespeople devote the majority of their selling time to “pitching” their products or services. Here’s the problem: Whether prospects realize it or not, the first thing they decide is whether they like and trust you. If you bury your prospect beneath a mountain of product features, while they are making the salesperson decision, you’re probably in deep trouble.

If prospects make the salesperson decision while you’re droning on about product features, their answer will be “No!”

When prospects like and trust you, everything else about the sales process becomes much easier. So how can you sell yourself better?

Here are a few ideas…