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“Why do people buy?” is a thousand times more important than “How do I sell?” 1. I like my sales rep. Liking is the single most powerful element in a sales relationship. Like leads to trust. Trust leads to buying. Buying leads to relationship. That’s the life of sales. 2. I understand what I am buying. 3. I perceive a difference in the person and the company that I am buying from. 4. I perceive value in the product I am purchasing. 5. I believe in, have confidence in, trust, am comfortable with, my sales rep. 6. I feel there is a fit of my needs and his/her product or service. 7. The price seems fair, but it’s not necessarily the lowest. 8. I perceive that this product or service will increase my profit. People don’t like to be sold… but they love to buy!