Overcoming fears

From Tom Hopkins book "Selling for Dummies"

The toughest part of your job is helping other people admit to and overcome their fears so you can earn the opportunity to do business with them.

Your job is to get your prospect to like you, trust you, and want to listen to you. They do that when you serve them with warmth and empathy.

Your job is to help them recognize the need, and build the value of your product's ability to serve that need to a point where their fear now becomes a fear of what happens if they don't allow you to help them.

You must go into every presentation with a sharp interest in the who, what, when, and why of your client's needs.

When you've satisfied yourself that owning your product or service is in your clients best interest, then it's your obligation as the expert to convince him/her that this decision is truly good for him/her.