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Part V: Refined Listening > Fine-Tuning Your Radar

Chapter 16. Fine-Tuning Your Radar

Any successful salesperson knows that no matter how great the product, it’s not going to sell unless the buyer has a need for it. That need may be real (Mark needs a new coat because his has holes in it) or it may be perceived (Mark needs a new coat because he thinks his is out of style). And, of course, the good salesperson doesn’t wait for the buyer to recognize his or her own need. The skilled seller is alert to the subtle cues that signal a customer’s true needs, and then uses the cues to demonstrate how a particular item addresses those needs. How does the seller discover the buyer’s needs? Through careful listening.

There are really only two times when most of us listen extremely well.


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