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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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If you want to maximize your earnings in sales and feel good about calling yourself a salesperson, you’ll need to control every sales call. Traditional selling won’t allow you to do that.

Sure, traditional salespeople usually can direct the flow of the conversation during a sales discussion, and they sometimes can lead their prospects to arrive at certain favorable conclusions, that is, a yes as opposed to a no. But they can’t control the sales call every time. They can’t lead a prospect to say “yes” without exhausting themselves and the prospect, and in the process they frequently forfeit their self-respect. Worst of all, they’re the last to know when the sale is closed!

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