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Being prepared significantly enhances a salesperson's credibility. By doing preliminary research on the customer's business, the salesperson can tailor their product to better fit the customer's needs. This shows the customer that the salesperson is professional, knowledgeable, and committed to providing a solution that benefits the customer. An underprepared salesperson, on the other hand, may come across as unprofessional or amateurish, which can damage their credibility.
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This section is about knowing the customer as well as the product being sold. Most salespeople tend to meet with the customer and then have them talk about their own business. The author specifies that a salesperson should take the time to do their own preliminary research on their prospects' businesses to learn how to gage what it is that they're selling, so that it better fits their customer needs. The most prepared salesperson wins, the underprepared looks like an amateur.
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People will only do business with others once they know them, like them, and trust them. They will buy the salesperson first, way before they even con...
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