Discomfort is a normal—and consistent—occurrence for every sales professional. The question is whether you will accept discomfort as an inhibitor or as an accelerator.

Be prepared to approach the chapters that follow with a mindset of brutal honesty. Learn about your discomfort reactions and instincts. Identify the stories and rationalizations you commonly utilize. Come to grips with the important lessons you will learn about yourself and about your default tendencies. The remedies will be far more effective once the problem has been clearly identified.

You might find Part I of this book to be, well, uncomfortable. That’s a good thing, because there is no change without discomfort. Welcome it. Run with it. Leverage ...

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