Communication is the key to understanding your prospect’s goals and selling your services.

By C. Noelle Brownson
Aug 31, 2006

No matter what product or service you are selling, people buy for their reasons, not yours. Sometimes they even buy in spite of you! Once you accept this premise as the truth, you will realize that the key to selling is to find out what is important to the prospect. How do you accomplish that? By listening!

When selling, most people talk too much and listen too little. You have
probably never had to tell a salesperson, “I wish you wouldn’t listen so much.” Yet listening more and speaking less will help you

  • learn the prospect’s goals;
  • become familiar with the prospect’s communication style; and
  • take cues from the prospect’s nonverbal communications.

Move Slowly

When prospects come into a fitness facility to inquire about membership or personal training, the typical first step is to take them on a walk-through of the facil


C. Noelle Brownson

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