Research has proven that customers make five major buying decisions in the course of any major purchase. These decisions are always made in the same order. The first is whether to “buy” the salesperson—you. The second is whether to “buy” your company. Only after those two decisions are made will the customer seriously consider whether to buy your products.

This means that you need to sell yourself to the customer—by building rapport while conducting a good needs assessment—before you begin to sell your company and its capabilities. Not coincidentally, that needs assessment also will allow you to sell your company far more successfully. Why? Because until you understand your customer’s needs, you can’t answer the customer’s most important question about your company.

You must understand the customer’s needs before you can effectively sell your company.

In deciding whether to do business with you, customers have three basic questions about your company…

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).