Chapter 1, Selling as a service

Key points in Chapter 1 are:

• Sales is service. The more fruitfully you service, the more you sell
• You customer is not your enemy (it is even your best friend, your customers need to defend their choice for you internally...)
• You don't win if your customer loses
• People buy from people (it is about
• Service is key to the sale, sales people add value if:
  • They listen to the customer
  • Clarify the customers needs and wants
  • Determine the problem the customer is trying to solve
  • Know your own product features and that of your competitor
  • Present the solution in such a way that the customer recognizes the benefit
  • Help the customer complete the transaction
  • Follow up after the sale
  • Service the customer