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 ...

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