Chapter Eighteen
Ways that anyone can be good at selling
Selling is not as difficult as you might first think. It is not about browbeating your prospect into submission. The most effective selling is simply having a structured conversation. Both of you want to explore the potential of doing business together.
Naturally your ambition is to get a sale. It should also be your prospect’s ambition to make a purchase. If people are not interested in what you are selling, no amount of pressure or persuasion will change them. Equally, if you do not passionately believe that what you are selling is the right solution to your prospect’s current challenge, it will show and you will lack credibility.
When you are selling your products or services, you are ...
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