Listening

Bill thought he had to know all the details of the products before he would effectively be able to make a sales presentation. Finally we said to him go out and take a pad and pen and study your customers. Don't explain anything about our products but only find out their needs. He then came back with the applications filled out with blank checks attached that had been signed by the customers. They were ready to buy the product whenever Bill would call them with the totals. Because he spent time studying and knowing his customers they built trust in him and after that was established being excited about the products was easy.

It will always help to keep up to date on the products and services, but it will never replace listening and building that trust and confidence of the potential affiliate, non-profit, merchant, or customer.