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3. Respect the buyer’s emotions. This approach isn’t about manipulation; it’s about old-fashioned, honest empathy, which is a powerful selling tool. Get on the same page emotionally with customers, and save the factual information for later. A customer may need it to justify why he or she picked your company over the three other vendors that had lower prices. Say a prospect is looking for a new vendor due to the current vendor’s trouble meeting deadlines. Comment on the amount of frustration that must cause—the prospect will probably be all too willing to elaborate. The emotion will drive the prospect’s decision-making process, and the seller now has an opportunity to become a part of it.
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