Two speakers break down a sales rule: people buy from those who understand their problems better than they do. The key is asking questions that make prospects articulate their own problems, since they trust themselves more than any salesperson.
One rule of sales. People don't buy from people that can explain the product. People buy from people that can explain their problem to them better than they can explain it to themselves.
Yes and no. Right. I think that he's on the right track as far as you have to understand the problems of the client. And that always comes first. We don't want to explain to the prospect. We want them to explain to themselves by asking questions that prompt what that looks like. Because remember, they don't trust you. They trust themselves. And we always want to have them explain it to themselves, not us explain it to them.
