CHAPTER 2

You Know More Than You Think

Have you ever convinced:

•   A six-year-old to eat broccoli (or anything green)?

•   A neighbor to feed your cat while you’re away on vacation?

•   A coworker to swap shifts with you so you could have the day off?

•   A teacher to accept a late assignment?

Have you ever gotten:

•   The job you applied for after having a good interview?

•   The raise that you asked for?

•   A second chance with a client or colleague after messing up your first encounter?

•   A referral from a client or from a colleague at another company?

Nice work! In all of these situations, you made the sale.

The fact is that every transaction that could result in a “yes” or a “no” will require you to sell something: yourself, your idea, ...

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