It was a snowy, cold Sunday morning when my grandson Nicholas and I went to our local bookstore. We were both in need of reading material. Nicholas had already read the seven part Captain Underpants series I got him, and I had burned through both leisure and business reading, having just completed considerable business travel. We started with a couple of blueberry scones complemented with a hot chocolate for my favorite second grader and cup of Starbucks brew for me. Then it was off to the kids section for Nicholas and business books for me.

One of the classic mistakes salespeople make is pitching before they have determined client needs. It is always met with objections.

PfP Partner Harry Koolen and I call it the importance of determining fit. The first, and often overlooked, step is determining the needs of your client through a thorough investigation. This requires carefully planned questions accompanied by empathic listening.

Once you are crystal clear on your client needs, you can then position your product, not as something you are pushing, but as a solution your client needs.

When it fits like a glove, there are rarely objections.

Last month I offered an open seminar on my Rainmakers, Closers & Other Sales Myths book.

One of the participants, Steve Bisbee, offered the following comments in response:

Steve writes:

"My colleagues and I truly enjoyed your "Rainmakers" seminar - thank you so much and well done.

"In my spare time, I work hard to foster a new, on-line venture called Cogster.com. It has a lot to do with helping local business owners build and maintain their pipelines in a cost effective, community supported way. On the site, I keep a blog. I hope it is okay with you, but I mentioned your great seminar and a few notes about it."