Create Value —Cathcart

To offer the best solution and make the sale, Jim Cathcart recommends…

…that you understand the person AND the situation. The best way to sell to an individual becomes obvious once you understand (find primary buying motives) and empathize (“read” the person for feelings as well as facts). To understand better, find hot-button items of strongest appeal to the prospect, and identify the gap between his/her needs and wants. To empathize, respect the importance of feelings and emotions, truly care about helping, listen effectively, and get people to talk openly with you.

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