Chapter 4
Understanding Your Potential Clients
In This Chapter
Gaining leverage through research
Educating yourself like an insider
Responding effectively to your clients’ personalities and backgrounds
Applying the proper protocol for different cultures
Understanding the natural fears inherent in selling situations
Replacing some commonly used selling terms with more positive ones
Paying attention to the words you use and the words you hear
Sometimes the hardest part of starting something new is breaking through old teachings or beliefs that you once felt were acceptable. I’m sure you remember the old adages “Ignorance is bliss” or “What you don’t know can’t hurt you.” Although living by these sayings may have worked in people’s personal lives in simpler times, such maxims were
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