To sell, you must find out what the customer wants to hear … To do this, ask him the right question. What is it? What can it save us? When to ask it?

Pascal wrote: “It is better persuaded by reasons we have found ourselves than by those that came from the minds of others.” In trade, in fact, only the client knows the right reasons it will buy the product or service we want to sell. The role of business is to discover them.
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