Modern customers base their purchasing decisions not only on the price, but increasingly on non-price experiences. They analyse how much time the purchasing process will take and how much effort they will have to put into it. So they are looking for a salesman with whom they can do everything quickly, easily and pleasantly. The way you conduct a conversation with the client, meet their expectations, help them complete all the formalities necessary to conclude the contract, translates into their experience in the sales process, as well as into loyalty to you and the company you represent. Other factors that are important in the process of building positive customer you will find in our Featured Article "Leaving a good impression” by Marek Waśkiewicz.

How to sell something to someone? Most of you will probably answer: you have to list all the benefits of your product or service and add some recommendations from customers that have already used it and are fully satisfied. Of course, this technique may pay off, but… how about turning the whole process upside down? ­Antiselling is a technique based on reverse psychology: you try to get someone to do the opposite of what you say. It is often used in communication with children, but it works also in sales. In which situations may dissuading be more effective than persuading and why is it that pointing out disadvantages of your offer often pays off? Jilly Woodford knows the answer.

A telephone is a basic tool for most salespeople. Trying to reach the decision-maker, make them interested in your offer and eventually set up a meeting costs a lot of effort and is very time-consuming. And – as we all know – time is money, especially in business. How should you prepare for sales calls and meetings to increase your chances of succeeding? Timothy Sullivan gives you a few tips in his feature “Increase your chances of winning a deal”. It’s a must read if you want to become more effective!