PART III

PUTTING IT ALL TO WORK

THE CUSTOMER’S DISCOMFORT

Up to this point, I have laid out the discomfort–boldness progression from the perspective of the sales professional. Of course, there is a parallel level of discomfort at work here: the customer’s discomfort in making a purchase decision and all that is associated with that process. It would be in our best interest to consider that path concurrently with our own. If we are to master the way we sell boldly, we must start by considering the way people buy. Make sense?

There is a fundamental flaw in far too many sales approaches. Many “critical path” sales models follow the selling path, but don’t necessarily look at the buying path. Too often, there is a very specific script that both ...

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