Barnes & Noble: The New Conceptual Selling: The Face-to-Face Sales Method That Helps Leading Companies Stay on Top

"...understanding your customers' decision-making process makes you a much more effective sales professional than even the most dazzling practitioners of the dog-and-pony method.

The first step in understanding that process is to remember a seemingly simple message we gave:

People buy for their own reasons, not for yours.

The message is crucial because until you know your customers' reasons for wanting÷or not wanting÷to buy, you're selling with blinders on. No matter how many reasons you may have for believing your product or service is a great buy, they will mean nothing unless each individual customer has solid reasons of his own for wanting to do business with you."

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