Sales psychologist Dr. G. Clotaire Rapaille, whose firm consults for 50 of the top Fortune 100 companies, talks about the biggest mistakes salespeople make.
During tough economic times, for example, people will buy luxury items like jewelry. Why? To make themselves feel better.
Your product can help alleviate the customer's pain, but only if you can figure out where it hurts.
NEXT: Making money the goal
As told to Paul Keegan