In this year’s January edition of Reader’s Digest, there are five similarities noted between a dog and the owner. There is a most intriguing correlation between these and the sales process that as people who sell, we can parlay into learning in action.

- Both take up too much space on the bed.

Remember when you were a kid, or maybe now as a young parent, and kids and all end up in bed with mom and dad? How often has your prospect been talking with so many suppliers or partners that you found it difficult to differentiate yourself? And yet, this is key.

- Both have irrational fears about vacuuming.

In selling and buying the vacuum is like the decision point to buy. This is one noisy household too. It’s normal for the buyer to be fearful (noise); they likely have met some unscrupulous salespeople along the way (more noise). However, coming from a place of peacefulness, will ground a salespeople in unswerving confidence.

- Neither tells you what’s bothering him.

It’s likely the potential customer doesn’t know what’s bothering him. If the salesperson lacks the skill of questions and listening, then that bother stays with the prospect to the degree of no decision at all.

- Neither of them notices when you get your hair cut.

Recent research shows that less than 5% of salespeople invest in their own development. If this is true it explains why some people who sell keep making the same mistake over and over again. The prospect does actually notice the level of sales ability.

- Neither understands what you see in cats.

Until the need for a solution or the pain from lack of it is strong enough, your prospect may not be ready to make a decision. It’s elusive; like many cats. If you pay attention to details, stay in touch and remember to sell the way the customer buys, you’ll have more success.

Remember: No one admires you as unconditionally as your dog; prospects included.