All customers have a choice to make. Sometimes that choice is between your product and your competitor’s, but sometimes it’s not. Often, the customer’s choice is simply whether to buy your product or nothing at all. If this is the actual choice your customer faces, it is important to determine this early in the conversation. Doing so will help you to use a tone and message that directly relates to your customer’s emotional reasons for considering your product.There are some salespeople who a.