Since salespeople help their prospects make the choice to buy or not buy a product,it is important for salespeople to understand:

Question

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Salespeople need to understand the different factors influencing the buying decision, but they do not have to be psychologists to do so. The average salesperson cannot know all that is involved in the psychological and practical processes that a buyer goes through in making a decision but salespeople can uncover the buyer's specific needs.
Stage Technologies
Stage Technologies is a London-based company that supplies engineering solutions for the entertainment industry. It has helped the boy-band Westlife make a flying entrance onto stage and provided stage-rigging packages for the Princess cruise line. The company was established in 1994 after a couple of production designers decided that the automation of theater productions could be done more safely and more efficiently by using modular production rather than the old "build-as-needed" formula. The company installs wenches, stage lifts, and other equipment commonly used in stage productions. The equipment is designed so it can be operated from a single console without heavy lifting. Both opera companies and theaters see the benefit of such a system, but many are reluctant to buy because of perceived costs.
Joseph Harris is the company's best salesperson. Harris is making a sales call on the manager of a theater that is planning to perform three plays this season that include complicated lifting, flying, and a working trapdoor. The manager is aware of the time, labor, and monetary costs involved in staging these productions and wishes there was an easier way to produce the three plays.

Since Salespeople Help Their Prospects Make the Choice to Buy