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Not understanding the customer's business can lead to several pitfalls. It can result in offering a product or service that does not meet the customer's needs, which can lead to lost sales opportunities. It can also make the salesperson appear unprofessional and underprepared, which can damage the relationship with the customer. Furthermore, it can lead to a lack of trust and credibility, which are crucial for successful sales.
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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.
Asked on the following book summary:
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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