CHAPTER 1You Are Hurting Your Profit

SOME PEOPLE PLACE THE BLAME for anything that goes wrong on someone or something else. This has become the norm today with far too many salespeople. They blame their inability to make the sale on everything except the fact that they are unable to present a compelling reason for customers to buy from them.

If you were to ask salespeople why they can’t close more sales, many of them would claim it is because their price is too high and simply more than what their customers want to spend. I’ve heard this excuse thousands of times. I can’t begin to tell you how often I’ve seen marketing departments and sales executives get sucked into believing it. But in reality, price is only one of many factors that influence ...

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