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What Works by Wil Seabrook, Robert Cornish

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On Sales

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Care

It's a simple concept but few recognize it or actually apply it to sales or business in general: care. You have to care about your prospects. Care about your clients. Care to be interested. No, not the fake kind that comes across as awkwardness on the receiving end. I'm talking about the authentic kind. Actually be interested in your prospects and clients. Ask questions. Take some time to study their sites to clearly understand their companies and where they may need help and where you may fit in.

Too many salespeople clearly care about only one thing: their commission to fatten their pockets. The truth is, that is the longest and hardest route you could take. Instead, focus on genuinely caring about your prospects. There is a reason, purpose, or need that they are trying to handle or resolve, which is why they called you. Care to find out what that reason or purpose is. Understand it. Ask questions. Problem solve with them to help manage it. Get excited about them and their company and focus on helping them attain their goals faster. Be genuine and care. This is your fastest route to actually making a sale.

It's difficult to express this one factor in writing; all I can really tell you is that you have to care genuinely about prospects and clients enough to be truly ...

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