Getting the edge in professional selling
Terence A. Hockenhull

I wouldn’t be far off the mark if I suggested that 95% of all salesmen offer solutions to the client far too early in the selling process. As I have said before, this is not selling. It is telling the client what he or she should do. Customers either consciously or unconsciously resent this type of sales pitch. There are a number of reasons to delay offering a solution until the end of a sales call. First, all customers want and need time to think about a decision that may affect their business. The same, of course, applies to customers who are buying expensive items for personal use.