- Getting the prospect to share with you their compelling reason to buy is the most important skill a salesperson can have on a sales call. Without a compelling reason to buy, prospects cannot be closed. If you are having trouble justifying your higher price, it is most likely because you have failed to uncover a compelling reason for the prospect to pay the difference. We all know that prospects are guarded when they talk to salespeople. They try to protect themselves and share as little information as they can get away with.
Dan Caramanico and Marie Maguire have written an engaging and insightful book describing how to get the prospect to share with you their deep seated motivation to buy. They do it in a clever way through actual dialog between prospect and salesperson. They identify the eight most common and deadly mistakes salespeople make that prevent them from uncovering the prospects compelling reason to buy. They graphically illustrate what happens when you make each mistake and then they show you how to have the conversation correctly with a positive outcome. They not only show you the techniques to use but how to apply them and more importantly the mindset you must have to make them work. Easy to read, you will find this book an invaluable addition to your sales training library.