s merchant level salespeople (MLSs), we're not selling so much as we are helping people identify their needs, and then providing solutions to help them meet those needs.

It's our job to guide our prospects to their final decisions. It's important to let them come to their own conclusions. We just need to make sure they decide that what they need are our services and products. How can you help your prospects come to the right conclusion? Ask targeted questions about the business, such as:

• How are sales today?
• What are your short-term business goals?
• What are your long-term business goals?

The answers to these questions can help you assist your prospects in clearly visualizing the needs of their business. They may not be completely aware of every option available to them-it's your job to be able to explain them.

Once you are satisfied that prospects are focused on the needs of the business, explain what your services involve and how they are aligned with reaching those goals. If you've asked the right questions, they'll naturally conclude that this is a smart buy for them.

If they don't see the benefits right away, don't try to persuade them into a purchase. Leave the decision up to them. They may very well need the service, but until they realize it on their own, any convincing you try to do will only make your prospects feel bullied; the more you push, the more resistant they will be.

Even if your powers of persuasion are superior and you successfully close the deal, if they feel forced they may not turn into a repeat customer. They may even share these negative feelings with other potential customers.

Keep asking questions about the needs of the business, their competitors and customers, the history of the business and goals for the future. When your prospects decide to buy, they'll feel good about the decision because they'll feel in control. Then it's your turn to reassure them and congratulate them on their savvy business sense.