The key to successful selling is to find out what your customer wants and then deliver it! It sounds simple until you actually begin to analyze just what this statement means.

Suppose, for example, there are several people shopping for a new car. When asked to state the one thing that is most important or valuable to each of them in the selection of a new car, the answers would range from an eye-catching color, good gas mileage, low maintenance, good re-sale value, safety or speed. Yet, everyone is looking at the same car.

These car customers all want a new car, but they all want that new car for different reasons. These reasons represent each person's motivation for buying. These reasons are what customers want to be sold on. Salespeople need to focus on the desires that will ultimately cause their customers to buy.

Many salespeople miss potential sales by first, not discovering what is important to their customers and second, by telling their customers what they believe to be the benefits of the merchandise. George Bernard Shaw once said, "It is unwise to do unto others as you would have them do unto you. Their tastes may not be the same."

Over 75% of all sales made are based upon customers' personal wants, needs and desires. The salesperson who successfully determines the wants, needs and desires of their customers and is able to communicate how the products will fulfill their expectations, will be successful.

It is important to understand that when people buy, they buy to feel good or to solve a problem. When they make that buying decision, it is made with emotions and feelings but is justified by logic. The goal of presenting features and benefits to your customers is to make them feel good about their purchase, and give them justification for it.

What do your customers need from your products to satisfy them emotionally and logically? The answers are the key to closing the sale and developing customers who want to shop with you again and tell their friends. So ask questions to extract valuable information from your customers, and listen intently. Then ask more questions, and continue to listen throughout your presentations. Your customers have the answers. It's up to you to ask the right questions.