The Questions System for Selling to Nonretail Buyers

April 2013
by Brian Jud

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Writers know they should show and not tell because that will help readers understand and get involved with their story or content. For much the same reason, a publisher who wants to sell a book in large quantities to a nonretail corporate buyer should first ask about the prospective buyer rather than tell about the book. Instead of selling, use questions to get people to buy. There is a big difference.

“The more you tell, the less you sell” is axiomatic in the sales business. Corporate purchasing people do not care how much you know; they care how much you know about them. More specifically, they care about how your book can help them solve their problems. And the way you uncover their problems is by asking questions….IBPA Members – Click here to view the full article (login required).

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