CHAPTER 6

The Front Lines—Tactics to Help Everyone Sell

Everybody sells. From the time we’re old enough to want something, every one of us has been fine-tuning our ability to persuade others. However, once we are asked to do “sales” all of those skills are suddenly lost to the wind. We conjure up an image of Herb Tarlick from WKRP in Cincinnatti or Alec Baldwin’s character in Glengarry, Glenross, our heart starts racing, our palms get sweaty, and we freeze up. What is it about the term “sales” that causes such a visceral reaction?

The issue is talking someone into buying something that no one needs.

If your job is selling a product or service to someone who doesn’t need it, you have to resort to behaviors and tactics that are unsavory at best ...

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