According to the author of
Boomer Selling, buyers are really slowing down how they spend because they are trying to avoid the mistakes of the past. Interestingly, while business-to-business sales are slowing, these same buyers are spending, nearly a trillion dollars, in the retail marketplace. Still, in order for a consumer to be comfortable to buy during this recession, three conditions must first exist," he said. Consumers must:
-- Want what the salesman is selling;
-- The perceived value of the product must exceed its price;
-- The consumer must be able to actually afford it.
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