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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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It took a long time for me to realize that traditional selling was all wrong and that it didn’t work. Who was I, after all, to make such a pronouncement? There were thousands of successful salespeople in the United States using traditional selling techniques. If the techniques didn’t work for me, it would have seemed right to conclude that there was something wrong with me.

But I didn’t think so. I had demonstrated that I could master the traditional selling techniques, beginning with what the trainers called “spaced repetition,” in which I listened to the same tapes over and over until I knew the scripts verbatim. I talked to myself approvingly, wrote positive thoughts on three-by-five cards, and repeated the thoughts every day. I believed these ...

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