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GETTING BUYERS TO TELL THEIR STORY

YOUR FIRST OBJECTIVE in a sales call should be to get buyers to tell you their stories, not the other way around. If you don’t hear their stories first, how will you know which of your stories to tell?

Sales guru Mike Weinberg explains with a memorable analogy: “You wouldn’t trust a physician who walked into the examining room, spent an hour telling you how great he was, and then wrote a prescription, would you?”1 Of course not. Then why would a buyer accept the recommendation of a salesperson who did the same thing?

So you need to get buyers talking early on. You want them to do some of that talking in the ...

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