Who does not ask remains stupid. Seller Muller is delighted: A customer is interested in a complete golf equipment. So Muller leads him in the golf Department of sports business and presented with several clubs sets together with corresponding pocket. He explained in detail the advantages of each brand the customers and explaining the advantages of the materials used, as well as the specifics of the processing. But the longer the conversation, the client is even more unschlussiger. \”\” And he is always more skeptical questions: that material would not be better for me? \”I really need this?\” \”And finally he says: I’m letting go home again that me through my head.\” \”Whereupon seller Muller for fear that the customer never again can a last desperate push dares: shall I show you still golf shoes?\” \”The customer retorts annoyed: this time I’m missing now.\” What went wrong with this sales pitch? Seller Muller makes the cardinal error of many average seller. It detects not the buying motives of customers at the beginning of the conversation.
And that is very important for the success of a sales pitch, because the buying motives can be completely different. The customer can be for example an experienced player and want a professional equipment. \”Maybe he is\” also a beginner, for a taster course Golf only a starter set \”needs. Or he wants to buy some equipment for his mother-in-law, with which she can impress the ladies of their bridge round. Because seller Muller did not know this, he presented the just? in his opinion? best sets. And placed his selling points in a shotgun manner\”. He was indiscriminately all potential product benefits the motto anything will be in accordance with appropriate matter\”. Discussions mistake economically and customer-oriented commit many sellers no matter whether they real estate, financial products, or even complex technical products and services to sell.