Canned or scripted sales approaches are rarely successful, because one size does not fit all in selling.

Studies conducted by the public opinion researcher, social scientist and author Daniel Yankelovich in the late '70's and the Stanford Research Institute's VALS (values, attitudes and life-styles) study that assessed buying motives in the early '80's, indicate that there are at least five distinct categories of purchasers or individual buying modes.

These studies provided insight into how adults communicate, are persuaded and how they make buying decisions.

It's almost impossible to create a verbatim sales pitch to address the variety of issues (sometimes conflicting) in each of these categories. Therefore a successful sales or service industry professional must learn through extensive in-depth probing what type of buyer he is dealing with and then create a custom-tailored presentation based specifically on the answers he receives from his probing.

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