Who do you think your client thinks is more interesting – the salesman talking to him or himself?

If you answered that the salesman was more interesting, I suggest you keep reading, this is important.   If you picked the client then you should keep reading to reinforce the point a few more times.

The most interesting topic to anyone on the planet is themselves.  If you don’t believe me ask the next person you talk to anything about themselves and see how long they talk.

When you are selling to someone, remember this and frame your discussion through that lens.  Ask how things affect them and their work day.  Ask how your product will make them feel or think.  Ask what they think of your product – don’t tell them what you think of it.

Then comes the really tricky part – you have to listen and pick out the parts that you can use to close the deal.

Stay thirsty my friends.