When a potential customer feels “sold”, he/she feels he has lost control, been taken advantage of, or manipulated. Bosworth writes of a different way of selling that involves understanding how the buyer would use the product or service. The key is to integrate the product or service with the buyer’s situations. This builds trust and empowers the buyer to be in control of solving his/her own problem.
Bosworth discusses different types of pain and vision. Latent needs can be moved to the pain category when the buyer has hope. It is important to first determine the buyer’s level of need.
The book advises the reader how to go through each step of the sales cycle. There are three phases to the buying cycle: defining needs of the buyer, evaluating alternatives, evaluating risks and action. Bosworth writes not to close before a transaction is closeable. This means telling the truth about the product or service, and making the buyer must feel good about the sales process. Insincerity is a factor that can determine whether the buyer will listen or not. Bosworth discusses not to attack a competitor until the buyer sees the product or service as being at the same level as the competitor’s.
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