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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