These two questions are at the heart of all successful selling - and the answers need to contain something special and profound which genuinely says why the customer should buy.

As discussed previously under the topic of unique selling points, just telling the customer that you are a small family business or that you offer free next day delivery usually isn’t enough.

The answer, “because we are cheap” or “because we are the best” or “because we are a small friendly company” are very rarely adequate responses in the mind of the potential customer who will invariably have a large number of alternative suppliers to consider.

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