In athletics, politics and other physical activities, the phrase “the thrill of victory and the agony of defeat” is often heard. The toughest are more likely to survive. Selling has the same kind of survival test but the winners are not determined by the size of their muscles but by the use of their brains. The salesperson that can think clearly is imaginative and the one who can act decisively gets the gold.  The rest are the “runner-ups”.

Fear could be the most powerful motivator affecting your Customers. In order to maintain an image of power and control, Customers may not reveal the underlying anxieties affecting their decisions. Some of these anxieties are obvious; others are subtle. You'll increase your sales once you help your Customers discover their fears, show that you are sensitive to those fears, and lead Customers to the conclusion that our products, services and systems will replace fear with peace of mind.

Parents with more than one child soon discover the differences in their offspring. Even identical twins can show dramatic variance in abilities, talents, personalities, emotional makeup, thought processes, and communication style. These children grow up to be adults. Those adults become your Customers. And no two of them are alike. Like parents, you have to deal with a broad spectrum of personalities, each of which challenges your interpersonal skills in a new way. Although the following list won't turn you into a psychologist, it will increase your ability to adapt our selling style to the customers you meet. You can use this information to improve bonding and create better rapport with your prospects.