Ghosts in the Machine

Salespeople who must close complex, costly B2C sales work hard to make clear, logical presentations to their prospects, pointing out features and benefits that fit each prospect’s needs. So why do prospects often say no? Sales master Ryan Voeltz explains that while sales presentations are always logical, prospective clients are not. Therefore, as he teaches in his heavily footnoted manual, salespeople must uncover what makes their prospects tick psychologically and plan their presentations accordingly. Voeltz’s advice isn’t relevant only to sales professionals; it’s helpful for anyone who presents ideas to others.