I get the privilege of hearing sales people every day when they're talking to customers. Whether it's folks in a dealership, or folks at a restaurant during lunch; EVERYONE IS SELLING SOMETHING!

The problem is, most people just flat suck at selling. Don't get me wrong, there are some really fantastic sales professionals out there but just because your title says "Sales _______" it doesn't mean that you know how to sell.

Many salespeople confuse 'telling' with selling. Selling is all about showing how the product will meet the buyer's wants, needs and most of all their desires!

Let's face it, nobody needs a Mercedes S600 V12. I know I didn't need one when I bought mine. But when I hit that gas pedal and felt the turbos kick in I was in love. Then, when I dusted the kid in the 370z, I was sure that this was my car.

My wants and desires lead me to buy the car, not my needs.

Ever miss a deal only to find out they bought something completely different somewhere else? Like the people looking for a mini-van who end up with a Chrysler 300C from another store. Do you get mad at the customer and think "why didn't they tell me they wanted that car instead of the van?"

They didn't tell you because you didn't ask the right questions.

If we ask quality questions before presenting a vehicle, we can give the customers choices and show them vehicles that fit wants, needs and desires.

What are 'quality questions' you ask? They're the same ones you learned in elementary school: The 5 W's and an H.

Who

What

When

Where

Why

How

Who will be driving the vehicle most? What type of things will you be using it for? Who else will be in the vehicle? What other features are important to you? When did you decide it was time to replace your current vehicle? What happened to make you decide that it was time to trade? What made you decide to look at the......model? How will you typically be using the vehicle? How did you use your last vehicle?

You get the idea...

Become a master of questions and then you can become a master at selling.