CHAPTER 2

Identify the Silent Sales Killers

You Never Had a Chance

Status quo, you know, is Latin for “the mess we’re in.”

—Ronald Reagan

We are starting with establishing trust from the beginning of the sales relationship, since this is the most difficult scenario in which to succeed. But let’s set aside the idea of trust for the time being and look at the challenges faced by sales reps even before they make first contact the customer.

Why are improved sales results so hard to drive? What are the root causes? To improve results, salespeople and management both grab onto tangible ideas like product training, working leads, work ethic, sales process, and sales skills training. But the difficulty of succeeding in sales is often not rooted in ...

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