If you read any of the Sherlock Holmes stories, it will interest you in the quality of observation which the salesperson must cultivate. Sherlock Holmes had a exceptional ability for finding out what sort of people he was dealing with, by powers of close observation. The author, Conan Doyle, takes pains to explain in every story that Sherlock Holmes did nothing by chance, and did not rely upon any invisible, disinctive, or mystic strength to aid him in making his deductions. He had simply grown a exceptional shrewdness of observation.
This is a quality that the salesperson must cultivate. It will permit you to understand your customer.
One of the first things a salesperson must do is to find out certain facts about his customer which are sure to be necessary or valuable to him in his work. These facts will vary in different situations. There are certain facts that it is usually necessary to know, such as the name and address, when they are basic to the transaction or needed for future reference. There are certain facts of personality and business conditions in respect to which no two customers will be exactly alike, and these facts (especially such of them as show a difference from the normal on the part of the customer) are of extraordinary importance to the salesperson.
In short, the salesperson must understand his customer, and his understanding must be based on facts.
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