When somebody is considering doing some business with you, the main factor at play is their confidence/risk factor. What your job is in closing the deal is to lower their risk and raise their confidence.
Nowadays, people are as skeptical as ever of a salesman’s promises. They’ve been lied to before and are weary of your claims and jaded from all the bad service they’ve received. So you need to build up their confidence in your product/offer.
Here’s what you need to do in your sales pitch: find out what it is that they want, figure out how to give it to them and communicate it to them effectively.
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