The Sales Process in Reverse

Prospects can't own your product or service until they buy it,

They won't buy it until they want it,

They won't want it until they understand it

They won't understand it until you tie it to their problem

You can't tie it to their problem until they admit they have a problem

They won't admit they have a problem until you ask insightful, provocative questions

They won't answer insightful, provocative questions until they trust you

They won't trust you until you build rapport

You can't build rapport without being genuinely interested in them

You can't be genuinely interested in them if you don't listen to what they say.

You can't listen to what they say if you are talking.

Morale: To sell more, stop talking, and start listening.