1 38 TH E M IN D O F TH E B UY E R
his de ci si on by rea son. H e use s i t as a sop
to hi s ra ti onalizing c on scienc e. Exp e rienc ed
sal esmen h ave disc ove re d thi s fac t ab ou t
h uma n n at ure, an d th ey oft en u se “ reason
abl e ” a rgum en t s p rincip ally a s a m ean s o f
j u stifying th e ch oic e wh ich th ey know the
b uye r h a s al rea dy implicitly m ad e t h ro ugh
feeling.
Aside from this vic a ri ous role, h oweve r,
rea son plays a se ri ous a nd ofte n dec isive par t
i n th e sa le. P a rt icul arly i s thi s th e c ase wh en
selli ng to such rou tine buye rs a s p rofessional
p u rch a sing agent s. To kn ow h o w to c onduc t
a re asone d sal e p rop erly sh ould, th e refore, b e
m a de a m at te r of seri ous study by every in
tel l igent selle r.
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