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_{The show-off stage has tremendous impact on the outcome of your sales call. I think more and more customers are going to openly challenge salespeople about the extent of their knowledge. Without the benefit of planning, you put yourself in a perilous situation, sitting in the customer's office with a look on your face that resembles a deer caught in the headlights. The show-off stage of PSIP is an excellent way to differentiate yourself, not to mention the confidence derived from having conversational knowledge about your potential customer.}

_{Inform. The Inform stage of PSIP provides an opportunity to inform your customer about what you are selling and the reason for your visit. I refer to this stage as synchronizing the call; advising the customer of your call objectives. This helps align your call agenda to the customer's buying agenda. Amazingly, customers are often subjected to long-winded feature dumps, but are never really sure what the objective is or what the sales representative is trying to accomplish. I have witnessed calls where the customer and the salesperson are completely out of sync. The expectations of each are totally different. Perhaps I should have titled this book, Synchronized Selling.}

_{Getting in sync with your customer means asking a few up-front questions to evaluate his or her understanding of what you represent. Ask, "Have you heard of our company before?" and "Do you know what we do?" If the customer answers no to either question, give a quick overview of who you are and what you are selling. Synchronize the call. Don't feature dump them with reams of useless information, but rather respond with an informative two- to three-minute information statement. Consider this your corporate infomercial. To add impact to your information statement, include a few key benefits that previous customers have come to appreciate. This stage of PSIP need not take more than three to five minutes. Brevity is a virtue.}