SGT. Friday was wrong!! You need more than “Just the Facts” to get a sale

Facts are good as far as they go but they usually do not constitute enough of a compelling reason to get a sale. “The fact that I need a consultant” may or may not compel me to hire one. If the consequences of not having one are severe enough I will hire one. If the consequences of winging it without a consultant are fairly minor, I will go it alone and see how I make out. Uncovering fact on s sales call is not enough. You need to get behind the facts to uncover the consequences which will move the prospect forward in the buying process.