People buy to solve a problem. There are:
* Real problems
* Perceived problems

The role of the sales person is to:
* understand the customers problem,
* possiblly help them understand their problem better
* walks them through possible solutions
* evaluate the options
* helps them select the best option to solve their problem

[[The path to purchase]] describes the steps any customer/buyer goes through when he/she decides to buy.

Key points of the chapter:
* Customers buy to solve a problem
* Some problems are real, some are perceived
* Many problems have an //image// or [[Brand]]@mbi component to them
* Customers go through a predictable process [[The path to purchase]] in any buying decision
* Customers don't buy products or services but ideally buy solutions
* The sales person with the best solution to the problem gets to make the sale
* The customer alone decides what the solution is.
bag
howtomakethesale_public
created
Tue, 31 May 2011 21:06:38 GMT
creator
dirkjan
modified
Tue, 31 May 2011 21:06:38 GMT
modifier
dirkjan
tags
How you make the sale
creator
dirkjan