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The New Solution Selling, 2nd Edition by Keith M. Eades

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CHAPTER SEVENDiagnose Before You Prescribe

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Stephen Covey tells a powerful story in his best-selling book, The 7 Habits of Highly Effective People. It’s worth repeating here verbatim.

When our daughter Jenny was only two months old, she was sick one Saturday, the day of a football game in our community that dominated the consciousness of almost everyone. It was an important game—some 60,000 people were there. Sandra and I would like to have gone, but we didn’t want to leave little Jenny. Her vomiting and diarrhea had us concerned.

The doctor was at that game. He wasn’t our personal physician, but he was the one on call. When Jenny’s situation got ...

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