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May 04, 2009


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How a good teacher you are Robert! As you said in an old post you are excellent at breaking things down into doable steps that don't seem difficult. Chapeau l'artiste!
As far I am concerned, I would add something it's very important for me. Because I need to build relationship with people that fit my ideal client portrait (I know with certain person I will do my best while with others I will be bored or have my energy drained by them), I check during the conversation wether the ideal client qualities are there. How I do that? I listen to the words the prospect used (I know from experience that some expressions tell me a lot about the person) and I have defined for each quality I am looking for one or more questions that help me to check that the quality is there.
Kind regards,


I really liked this post. I thought it was an excellent illustration of the Sales Conversation.

The story provided a great framework for making your points. In fact, this article was also a great example of using a story to make points in articles.

For me, you've covered two topics with one article: the sales conversation and article writing.

I've set a copy of this article aside for frequent reference during sales and article writing.

Dru Jackman

I really appreciated this article as well. It inspires me to keep learning and using the process you've described. Thank you!

Vince Stevenson

It's a very useful article. I think that anybody new to sales has lost focus and is too busy selling the product and not listening to the customer's needs and concerns. A very useful aide-memoir. Regards Vince

Stacy Karacostas

Hi Robert,
LOVE this article! I see so many small business owners basically walk away from a sale by making these mistakes and more.

As a Practical Marketing Expert specializing in helping small business owners take the stress, struggle and confusion out of marketing, I like to tell my clients to do the following to make a sale:
#1 Get to know the prospect by asking questions
#2 Find out what their biggest problem, want or need is, and what their goals are by asking questions
#3 Once you believe you understand their issues, explain how you can help them solve their problem and achieve their goal. Ideally use real life examples of how you helped others with the same problem, and what the end result looked like.
#4 Ask if this is an outcome they'd like as well.
#5 Tell them what they need to do next to take advantage of your solution and achieve that outcome. Assume they're going to do so and let them know what happens next (the assumptive close--one of my favorites).

Voila! Sale closed.


Stacy Karacostas
Practical Marketing Expert

Judy Murdoch | Highly Contagious Marketing

Your article really hit home for me.

Jumping in too quickly with recommendations is a real bug a boo for me. Where I struggle is people contact me because they're needing help. They're unhappy with some aspect of their marketing and they really want a solution.

It's hard to keep asking questions when I know the person on the other end just wants to know whether I can help them.

I'm inspired to do that the next time I talk with someone. To take a little more risk and ask enough questions so that I have the clarity I need in order to tell them what the next step is.

Owning a business is always such an adventure!



I just have to add, by hand in hand I meant were one and the same. But I am learning they are definitely NOT.


I am just passing the understanding of marketing and beginning to learn about sales. I actually thought they went hand in hand. With Marketing Ball I can get to second base quite easily. Now I need to learn and implement the second half of the game. These tips will start me to understand.

Dennis Dilday

Very well said. Thanks for the reminders and for the story. I find myself on both sides of the selling conversation watching myself and others making mistakes regularly. And when someone handles the conversation well, I notice.

For me it takes some effort, but it makes the process much more effective and much more meaningful and fun.

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