Selling Isn't Telling. It is all about turning needs into wants. It is about understanding what the needs and preferences of your customer are and then turning those needs into wants and making sure that you either make them money, save them money or improve their life by your recommendation. You do that by asking questions, checking understanding, ensuring that the customer knows that you understand. Making sure that you really do understand. By seeking and giving feedback. Trial closing. Inviting questions. (APIAC) Acknowledging concerns, Probing to understand, Isolating that concern ("If we can resolve this issue, is there anything else that would prevent you from buying this product/service today?"). Answering their concern (to their full satisfaction) then Confirming the purchase with the customer (closing the sale).