By Patrick Mahan
Most sales people are taught to pile on the features and benefits. "When you buy my product you'll get this, this, and this. But that's not all... you'll also get this!"
That is selling by ADDITION. It means pitching your product / service in terms of what the prospect will GAIN.
However, the psychological research is clear. People will go to greater lengths to avoid pain than they will to gain pleasure. So instead of ADDING, try SUBTRACTING.
Ask questions to find out why they are dissatisfied with their current situation. Then show them how your product / service can take away that dissatisfaction.
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