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Sales Scripts that Sell, Second Edition by Ph.D. Michael Gamble, Ph.D. Teri Gamble

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It’s All Sales Communication

Communication—the glue that cements sales relationships—can come undone by carelessness including using idioms that do not translate well, words with multiple meanings, or inappropriate nonverbal cues.

You May Be Using the Same Words but Are You Speaking the Same Language?

You know what you mean by the words you are using, but the meaning for the customer will be clear only if it’s known. It is extremely easy for people from different cultures to misunderstand one another. Would your customer understand you if you referred to your product as the Bentley of the industry? What if you told them that they were comparing “apples and oranges” or tried to soften the blow of a product’s price by noting that you would be ...

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