SELLINGSKILLS customer (prospective or current) indicates interest but lack a substantial level of commitment or action to move the relationship forward. Entering the Playing Field Trainers can prepare reps to be just like the athlete walking on the field for the game. at athlete is filled with high hopes and expectations. But they are prepared for the battle. ey know what their opponent will do. If they can execute, they will be one step ahead. If you prepare reps like the athlete for the big game, they can stay one step ahead of your customer. If they know what they will say at the beginning and the end, they can prepare for a better outcome. If reps take the time to recognize that customers are not original thinkers, they can be way ahead of the game. What do I mean by an original thinker? Because customers are too busy just trying to get through their day, they don't place full attention to the reason why reps are there. Because of this, the customer makes very predictable and neutral comments. ese comments are easily recognizable and expected. Knowing this will occur, train your reps to take control and alter the beginning and end of most conversations to their advantage. ■ Charles Brennan is president of Brennan Sales Institute. Email Charles at cbrennan@brennantraining.com. 46 FOCUS | Summer 2017 | www.L-TEN.orghttp://www.indegene.com http://www.L-TEN.org