Sales Tip From the Trainer: Understand the Customer’s Train of Thought

Sales Tip From the Trainer: Understand the Customer’s Train of Thought


Those in sales learn, sooner or later, that their viewpoint is not necessarily the same as that of their customer. However, differences of opinion can be used to your advantage to ensure that there is nothing standing in the way of making a sale.

You should therefore try to understand your customers’ train of thought. Which aspects are important to them? Show a genuine interest and let them explain their point of view – and thus earn sympathy points. Show that you can understand and respect their feelings.

Then your customers will feel that they are being taken seriously. And they will be happy to arrange a follow-up meeting with you.

The following tips could be helpful to you:

  • Respect your customer’s point of view, even if you do not share it
  • Remain objective and friendly when the customer explains their standpoint
  • Show an interest, for example by taking note of your customer’s arguments
  • Refer to your customers’ viewpoint again in the follow-up meeting
  • Thank them for the meeting, even if no sale was made.

In this way, you will ensure that you stay in contact with the customers as a relationship manager – and that they will remember you in the best possible way.

Related: Analytics: See, Hear and then Speak to Your Customers.

Marc Pillay
Marc Pillay is the managing director of DEVELOP South Africa, a division of the Bidvest Group Limited. Pillay has been responsible for evolving the DEVELOP brand since its launch in the South African market in 2009. He brings 21 years of experience in the print industry and 18 years in sales and sales training to the role. He has proven track record in growing new business and developing new brands. He also sits on the Bidvest Office division board.