By treating everyone the same, we keep our business simple, which ultimately results in lower prices for everyone. Selling at home and abroad Think of sales as the process of getting the customer to say yes. In their book about the fundamental principles of negotiation, Roger Fisher and William Ury emphasize that negotiators should not take positions, but instead focus on understanding the goals of each party, then creatively search for ways to satisfy these goals.3 Good salespeople are therefore good listeners. They're fast on their feet and adept at coming up with creative interpretations. They also tend to have an interest in understanding people and what they do.
Customers are risk averse.
They don't want to spend money to make a mistake. Sometimes they avoid buying a new product because they don't want to look stupid when someone asks them how it works. Remember, people want to be proud of their decisions and to have something to talk about. If you wish to be a good salesperson, do everything possible to put yourself in the customer's shoes. One sales representative at Iris Medical Instruments consistently outsells others by a factor of three.