Don't Assume - Ask Questions!

The minute an amateur salesperson hears a customer's problem, which they probably have heard many times before, they assume they understand the customer's problem and immediately start to solve it by demonstrating their know how, their features, and their benefits. Unfortunately, the customer obtains your expertise for free and the salesperson winds up not really understanding the customer's real motivations for making a commitment to buy. Don't assume you know what the customers' real problems are.

Let the customer tell you. Don't Assume, Ask Questions.