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So, You Want to Start a Business?: 8 Steps to Take Before Making the Leap by Charles F. Goetz, Edward D. Hess

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Chapter Seven. How Can You Overcome Customer Inertia?

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Customer inertia—the fear of change

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Selling is overcoming the obstacles to a sale

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Nine common reasons people do not buy

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Seven techniques to get a customer to try your product

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The key to selling is listening

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The psychology of selling

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The customer-buying timeline

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Selling is like fishing

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Reward customer referrals and loyalty

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By now you have learned that when starting a business you need paying customers fast—to cover your costs. You only have ...

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