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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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CHAPTER

11STOP SELLING FEATURES AND BENEFITS

When people make decisions, they

are either moving toward pleasure or

away from pain. People make decisions

intellectually, but they buy emotionally.

—DAVID H. SANDLER

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