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(Businessweek) — Get emotional. People buy with emotions and then justify the purchase with facts. What’s the best way to connect with people emotionally? Find out what’s most important to them. When you first meet a potential buyer, do two things: Listen and ask questions. By doing this, you qualify the buyer, establish a rapport by showing interest in them, and uncover information that you can use to connect your product to his or her needs.

Shift your style. People want to buy and do business with like-minded individuals. As a result, the most effective sales people have the ability to change their communication style based upon their buyers’ preferences. Pay attention to the way your potential buyers talk, the words they use, the way they stand, and the gestures they use, and then emulate their style. Doing so will help you establish trust and credibility and thereby enhance the persuasiveness of your sales pitch.

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