The secret of selling is the art of value visualization. A natural sales person will lead the buyer through a series of structured questions, whereby the buyer will actually “see” what the product will enable them to do. The Sales person then will encourage the prospect to put their own value on that capability.

In the early days of selling, sales people were taught to discuss their product’s features and emphasize those features that distinguished them from the competition. As the art of selling matured, sales people were then taught to emphasize the benefits of their products — in other words what their products did for their customers.

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