14SETTING THE TONE FOR THE CONVERSATION

Let’s just imagine it.

Your cab at the airport was late. You didn’t sleep well the night before. You’ve got a splitting headache—one of those ones that feels like two jackhammers are pounding at alternate sides of your brain, trying to see who gets there first.

The last thing in the world you want to do is to sell. And yet…

And yet, your client is looming in front of you. Some part of you is saying that if you can just pull off this sale, you’ll be set. This is the one. The big one.

So you pull yourself together and all the basics come running back. You remember to do only 20 percent of the talking during the interview, ask lots of questions, and keep your client’s needs at the forefront of the interview. ...

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