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New Sales. Simplified. by S. Anthony Iannarino, MIKE WEINBERG

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CHAPTER 12

Preventing the Buyer’s Reflex Resistance to Salespeople

There’s been a recurring subtheme running like an undercurrent through the previous chapters on the sales story, proactive telephone calls, and sales calls. Just in case I have been a bit subtle (not something I’m often accused of), allow me to pause here to hammer the point home.

Buyers resist salespeople. Everyone does it, even those of us selling for a living. Buyers, especially prospects, have an automatic, almost instinctive, negative reflex reaction to salespeople. You know exactly what I’m referring to because you respond the same way. Think back to your last trip to a furniture store. What thoughts immediately went through your head as the eager, clipboard-carrying salesman ...

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