A product for the customer's ego
My boss asked me what they were looking for, looked at the two briefly and strolled confidently in their direction. Then he pointed to a large and extremely expensive expedition tent and said with a slight Cologne accent: "If you get flat camping chairs for the tent, six people and a keg of beer will fit in here." The two men beamed as if he had shown them the Holy Grail. "When the others' tents blow away in the Dutch dunes, you'll be sitting in front of it and drinking a cool blonde."
I couldn't believe my ears. Boris hadn't seriously recommended our most expensive expedition tent, which was actually designed for the base camp bulgaria telegram screening on Mount Everest, to two guys drinking beer in the Dutch dunes?! Yes, he had. And he was right. 15 minutes later, the two of them left the store with an expedition tent, six camping chairs and bright red ears with joy.
In this case, my boss quickly recognized what "type" of customer they were dealing with. That it was not about the objectively right model, but rather one that satisfied the subjective and emotional needs of the customer. This did not exclude a certain sense of prestige. He did not have to "sell" them an expensive tent, but only recognized that the price would not be the deciding factor at all. In any case, the two were happy with their purchase and would remain so. The tent was indeed very high quality, although of course technically totally over the top. With a tent, however, this "more technology" does not mean additional complexity, but usually less weight, more wind stability, etc., so nothing that could have a negative effect. A purchase that I could watch with a clear conscience.
Without the necessary knowledge of people, this degree would never have been achieved. Boris never studied business administration or obtained a commercial degree: "My father already knew that, you have to have sales skills in your blood, no degree in the world will help you," he used to say. I would say that in direct sales discussions, he is 100 percent right, and good CRM software helps with multi-stage sales processes.