The professional sales rep realizes how much effort was expended to finally get into a prospect’s office. They are not likely to squander the opportunity.

Again, they are prepared. They have an objective. They look professional, and they are confident, but not conceited.
The professional understands how to uncover the needs of a prospect. They utilize questioning to determine the needs, as well as problems the prospect is having with the current supplier or product.

Once the professional sales rep understands the issues, they delve deeper into the situation to explore major problems. They often help the prospect understand how “large” their problems are, and in the process gain a customer.

The professional does not present features and benefits until they understand the issues of the prospect. Each presentation is directed at solving the problems uncovered in the needs and problem analysis.

Once the professional sales rep has uncovered the major issues, and helped the prospect understand his needs, they move toward the close.
Presentation, Needs Analysis, and Problem Identification are learned disciplines. The professional is educated to handle every situation that may arise during the call. They learn which route to take to move the sale to a close.