““Convince—Then Persuade Perhaps the most frustrating experience a salesperson has is to gain agreement from the customer that yes, the product is good; yes, it will save money; yes, he does need it; yes, he would like to have it; yes, he really could afford the payments; but no, he is not going to buy. Many times this indicates that the prospect has been convinced of the merits— or at least appears to be convinced and “sold”—but he has not been persuaded to take action.””
