//SBE 10-05-2012: 14 = signup edited 2Mar13 by MD
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You need to understand where the client is at in the sales cycle and help them along. If they have objections turn the sale to focus on how you can help with those objections.
Finding out the customers wants and needs allows you to learn what it is they want or dislike. Using this info you can offer a solution and remind them of their objections.