Why do people buy? Why do we buy? We buy services and products to move ourselves from the situation we are in in to a situation we would rather be in. So our need and our customers’ needs represent the gap between where we are now and where we want to be in the future. Ultimately customers are focussed on their own needs.

We need a new way of thinking about sales and selling by helping our clients define how the current situation they are in has its limitations and how we can help them to achieve their desired future situation through our products and services – a win-win situation.

The challenge for most sales training is the stress placed on “closing the sale”. A better perspective would be to open up the relationship between you and your clients, finding out what their real needs are. This is a deeper approach than simply “closing the sale” but this more long term perspective can transform your influence over your customers and in the end transform your bottom line.

By nurturing your client relationships by responding and meeting their needs you will build an income stream that grows and grows. So build a relationship with your clients and they will reward you with not only business today but business tomorrow along with recommendations to friends, families and colleagues.

James Caan says: “Persuading customers to part with their money may become one of your biggest challenges as a business owner. However, if you develop a technique as well as your confidence, your sales could build the foundation of a successful business. Whether you are selling face-to-face or over the phone, asking questions is essential. Once you understand your clients’ needs you can adapt your business or service over time and in turn maximise your profit.”