I interview sales professionals all the time and am constantly amazed at how these professionals have been able to get so far in their careers without learning the basics of selling. It doesn’t matter if you’re selling pencils, lab equipment, or HVAC products — what is most important stays the same: You should always give your customers what they need.
The only way to discover what the customers’ needs are is by asking questions. The answers to these questions will allow you to discover what the customers truly need, which may be different than what they originally thought they wanted.