CHAPTER 6

Our Sales Weapons: What’s in the Arsenal?

The expression “never bring a water pistol to a gunfight” reminds me of what the car dealer told me while delivering my first little Audi. After a comprehensive twenty-minute orientation covering the details of my finely tuned German machine, I asked if there was anything else I should know about driving the car. Excited to glean that last bit of wisdom from my personal Audi guru, and hoping to learn something I could brag about with my buddies, I listened with rapt attention as the salesman just smiled and said, “Don’t race a Corvette; you’ll lose.”

While it wasn’t the send-off message I was hoping for, it was a great piece of advice. Weapons matter. The better our weaponry, the more confidently ...

Get New Sales. Simplified. now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.