WHY IT’S TRUE Hockey great Wayne Gretzky once said that he never follows the puck. Instead, he acknowledges that he skates to where he knows the puck is going to be.

PLAN OF ACTION Sales professionals must do the same by taking a hard look at customers, figuring out what their real needs are going to be — and then positioning themselves “there.” If you are constantly responding to events rather than anticipating them, you’re going to be late. To the guy who announces that he is looking for an engagement ring, ask him, “How do you plan to propose?” Here’s a guy who’s prepared to negotiate the price, and you have just disarmed him by focusing upon the real value of his investment. By taking him to that special moment, where he is going to be, you’ve changed the whole dynamic of the sale.

[span class=note]This story is from the June 2011 edition of INSTORE[/span]

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