Selling Psychology
Achieve success in business by focusing on your prospects’ needs
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• Address those feelings. Write about your prospects’ feelings and reactions. Prove to them that you understand and care. Then, prove that you can solve the problem.
Why be empathetic? When you just relate the facts (e.g., “We have a store at such-and-such location”; “We sell a product that does this and that”; and “We’re consultants in this field”) you’re implying that you’re similar to everyone else. You make yourself an ordinary commodity. Do you know what people do with commodities? They try to get the lowest price.
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