Sum it Up and Sell More

Great salespeople know how and when to paraphrase. By restating what the customer has said, they demonstrate they were listening and give the customer an opportunity to clarify when necessary.

Summing up information helps you understand the customer's buying criteria and their definition of value. For example, the customer tells you about a problem they want to solve. The conversation is wide-ranging and covers a lot of ground. After thirty minutes, you think you have a solution. To find out if you're on the same page as the customer, you sum up what you heard.

The customer responds one of three ways.

• "That's exactly right. Can you help me?"
• "No, you heard me wrong."
• "I don't think you understood exactly what I meant. Let me clarify."

Summing up information keeps you focused on the shortest route to success, and it pays to do it at least once in every selling conversation.