In the traditional model of selling, a salesperson believes they need to get right down to the details. Do not waste time. Do not bother the prospect with too much small talk. During the qualifying stage, they use a variety of techniques to determine whether the prospect will buy...today...before they give a presentation. They ask questions like, "Mr. Prospect, if I showed you a way to increase your _________ while decreasing your ____________, are you in a position to make a decision today?" Consequently, 40% of the sales process is the attempt to close. When the salesperson is making a single, simple sale, this approach may be appropriate.

However, this old-line method does not attempt to establish trust and its use is a result of short-term thinking. All a traditional salesperson needs to do is overcome a prospect's natural resistance to buying.

In today's model of selling, the salesperson must establish a level of trust with the prospect. Trust and/or rapport are the ingredients that make the rest of the sale possible. If, for any reason, the salesperson fails to establish trust at the outset, the relationship will probably never get off the ground. If they have problems at the end (closing the deal), they may have erred from the beginning. Establishing rapport and trust will enable any salesperson to sell products or services to a prospect in the manner most comfortable for them.

This is the major change in the selling process. And, selling is changing. More appropriately, customers are changing. The old-line techniques like the ones above do not work anymore. Well, let us say that they are not as effective, across the board, as they used to be. Twenty-first century customers can smell them coming.

This essence of the change in the selling environment is that customers supply the information that salespeople need. Consequently, salespeople require a new model of selling...new techniques...to meet the challenges of this change. Here are some helpful suggestions on the use of focused, transitional phrases during the selling interaction.

After you analyze your client's needs, begin the introduction of each important solution with: "Based on what you told me, I would like to share a few ideas with you that will help achieve your goals. They are..."

Present the features of your product with a flow like: "You mentioned how you wanted to expand your business through strategic planning. Here is what I would recommend..."

If you suspect that your client knows about your next assertion, introduce it with this phrase: "As I'm sure you already know, this product..." or, "As you know, this product." Using this method does two positive things. If they know, you honor their knowledge and you don't insult them. If they don't know, they aren't embarrassed by it and you give them credit they don't deserve.

Present the benefits of your product with a flow like: "This means that you strengthen your penetration in the demographic areas of..." or, "Which means to you added profit, extending your primary market area, etc."

Present the advantages of your product with a flow like: "As you can see, my company/product/service is the only entity to afford you this solution..."

After you address their personal needs and show how the features/benefits/advantages of your product/service will solve your client's problems, use tie-downs questions to reinforce noteworthy points of your presentation. It shows them that their want/needs are important to you and also proves you listened to them. Say: "That's what you are looking for, isn't it?" or, "Shouldn't that about cover it?" or, "What else could you ask for?"

Remember that when we keep the customer talking and listen intently to the answers to our questions, we will close more deals.

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