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You Can’t Teach a Kid to Ride a Bike at a Seminar, 2nd Edition: Sandler Training’s 7-Step System for Successful Selling by David Mattson, David Sandler

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The most assertive step in the Sandler Selling System is the Up-Front Contract, and it’s all to your advantage!

Up-Front Contracting throws prospects off balance. They don’t expect it. They never see it coming. It’s painless, honest, and effective, and when it’s handled correctly, the sale has been closed. You know it, but the prospect doesn’t find out until later. As I said, it’s all to your advantage!

I originally created the Up-Front Contract for my own defense. In the early days of my career, the thing that scared me the most, as you already know, was cold calling. I was afraid to show up at a prospect’s office to try to make a sale. I knew the routine well enough—too well, in fact. Get in the door, establish some rapport, do the dog-and-pony ...

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