From [[The path to purchase]] we know that by the time a customer reaches a sales person he/she already: * Has an inkling that it may be time to make a purchase * Probably gathered some information on the potential product offerings in the market place and * Gone to the effort to come to your place of business The chapter continues to define [[Hot button]]s, the features that the customer gets exited about. Every product has multiple hot buttons. Sales people need to be very aware of the //''hot button''// of their own product. In contrast [[Flagging landmines]] are defined as a hidden piece of information that, when you stray across it, it carries the danger that it might blow your sale completely away. Key points of the chapter: * The sales process begins long before the salesperson and they prospective customer shake hands for the first time * When you are doing research prior to a sale, nothing you learn is wasted * It ain't the customers job to do your research for you! * Be clear about what you //can// deliver and ask the buyer about his expectations * [[Hot button]]s create excitement for the product * [[Flagging landmines]] is a hidden piece of information that may blow up your sale * An [[Objection]] is not a land mine. Landmines are more oblique and harder to surface. Which is why they are so dangerous.