Chapter 4

Understanding Your Potential Clients

In This Chapter

arrow Gaining leverage through research

arrow Educating yourself like an insider

arrow Responding effectively to your clients’ personalities and backgrounds

arrow Applying the proper protocol for different cultures

arrow Understanding the natural fears inherent in selling situations

arrow Replacing some commonly used selling terms with more positive ones

arrow 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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