Slow Your Selling to Speed Your Customers' Buying

Almost anyone who is trying to sell has been taught that a faster pitch means a faster close. In fact, the reverse is true. No matter what it is you're trying to sell, you can often speed up the customers' buying process by slowing down your sales process.

One type of "speed mistake" is being passive while customers define their needs and then rushing straight to a solution when they are done. If you are not involved in helping customers define their needs, they are not likely to see your solution as a perfect fit. Instead, slow down your pitch. Get them to talk about the reasons they need a solution (hopefully exposing additional needs that your solution can meet in the process) and think about the consequences of inaction. Taking this slow road can shift the odds in your favor and make your customers more likely to buy, because they will see more value to making a change soon.

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