Without a need, don't proceed. This should be ingrained in your sales psyche. You can't force a need onto a customer. You can't charm them into thinking they have a need that you can meet. Your job is to determine what the customer needs and insert that into your sales process, if you're able. Let's take a look at how to determine what exactly the customer needs. We'll discuss the psychology of a sale, increasing revenue versus reducing expenses, and what you should be doing to successfully meet your customers' needs.