Traditional selling teaches sales people they must educate their prospect about their products and services. This outdated theory states that, by providing education, the customer will eventually feel the need to buy.
Unfortunately, by trying to educate the prospect, the sales person doesn't learn what the prospect needs. The sales person winds up doing all the talking while the prospect just sits and listens . . . you hope. The sales person walks away without really understanding the prospect's buying motives.
Sales people are information gatherers, not information givers. Get information first, a commitment, an order and then educate the customer. You'll close more deals.
Are You Ready?