6 Rules for Sales Conversations

Before you pitch, remember these important rules:

1. Prospects become customers for their reasons, not your reasons.
2. Prospects love their own ideas and find them more persuasive than any idea you have.
3. Prospects will resist your ideas.
4. Prospects seldom initially share the real reasons that they would want to buy from you.
5. The real reasons that people buy might have nothing to do with the product.
6. The real reasons that people buy always have more to do with feelings than with facts.

Understanding these rules separates effective salespeople from those who play the “pitch-and-pray” lottery.