When you see a capable doctor, within a few minutes you know you're in good hands. That's skill. We all know someone we can instantly recognise as skilled and competent.
Many salespeople can read a training manual and quote sections from it, but they don't have the skill to apply that material. They deliver it word for word without knowing why they are saying what they're saying — and it shows! It's like a bad actor merely reciting their lines. A good actor, on the other hand, brings a character to life.
We have now reached the third step on the success journey:
This chapter describes the most important ...
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