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People often find it difficult to make a decision about a major purchase. The purchase of a new home, car or investment are major long term decisions. The potential buyer may waver in his choice. He may ask himself whether he is doing the right thing and err on the side of caution. A good salesman has a set of skills to help the buyer to make that critical decision. The customer buys when the salesman sells.

There is a common saying in the life insurance industry that "nobody buys life insurance, they are sold life insurance". As a rule it is through an encounter with an insurance salesman or broker that life insurance is purchased. The salesman is able to highlight the benefits of a life insurance policy. A life policy offers security, peace of mind, the projected investment value and so on. The salesman will highlight the risks associated with not having life cover - the destitute family after the bread-winner's unexpected death.

Even where the customer knows that life insurance is needed, the salesman or broker will steer him towards a specific product. The client will walk away having bought as much insurance as he needs (perhaps much more!) - a far cry from his initial intention. Life insurance is one of the classic examples that the customer only buys when the salesman sells!

A home is often the biggest single purchase that a person will ever make. Homes are seldom perfect and left to themselves many home-seekers will view one house after another without making a decision. A good salesman is able to detect buying signals to assist in making that decision. The salesman will engage the buyer in conversation to find out what kind of accommodation is required; the style of home sought the price range and required location.

A good estate agent should be able to gleam what the buyer is seeking and identify suitable homes. Allowing the buyer to voice his concerns and objections makes it possible for these concerns to be resolved. Objections are often signals of real interest. With a little guidance, the buyer is able to answer his own objections.

Finally, the salesman is able to close the sale. He asks for an offer. The salesman takes some pressure off the couple that love the home they have just seen, but are afraid of the huge commitment. They may end up making an offer that is rather more than their initial limit. The agent is able to answer important questions and move the sale towards a conclusion.

The estate agent has a two pronged task. Having obtained an offer,

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