CHAPTER SIX

Perfect a GreatSales Process

“Nothing happens until a sale takes place.”

—RED MOTLEY

Many businesses are started by people with no sales experience. They may be entrepreneurs who love a product, or invented one, and now they have to sell it.

But they have no idea what goes on in the interaction between the careful, cautious, skeptical potential customer and the salesperson. They think that sales fall from the sky, like the rain, if you have a good enough product or service. They are then astonished when their companies run out of customers, cash, and credit, and they go bankrupt. The adage, “If you build it, they will come,” is rarely true. In business, “they”—the customers—will come only if they want to.

In today’s environment, any ...

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