Sales consultants must be able to persuade potential customers to buy products or services. He must be able to convince the buyer that the purchase is needed and offered at a fair price. In order to do this, the salesperson should be able to point out the benefits of the item or service and explain how it will be advantageous for the particular person. To increase persuasive ability, the salesperson should learn to clearly communicate his information, actively listen to potential clients and be prepared to answer all questions.