Every product or service is born to answer a need that someone in the society has. This means that sales individuals need to constantly focus on the fact that they will only invest in it if they think the value is delivered. That said, a consumer, very often, is unaware that they even have that particular need. An effective salesperson in that case, would be able to identify it for them, show it to them, let them realize that it is a gaping hole in their existence, and then, fill the gap by offering their product or service. As shown above, the actual selling bit only happens in the last stage of the process. This course helps you focus on all the steps leading to that one by understanding that there are multifold layers to why someone buys something in the first place. These layers could include: