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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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One of the things people say they like least about salespeople is that they talk too much. And it’s true. I’ve discovered that if you talk less, you’ll sell more, and that’s a rule you can take to the bank.

Again, traditional sales trainers have created a problem. They believe you can talk a prospect into a sale. I don’t agree. In their efforts to do the right thing, traditionally trained salespeople talk 70 percent of the time in front of a prospect when they ought to talk less than 30 percent of the time. The problem is, they don’t know how to get the prospect to do most of the talking. They can’t talk less because they can’t stand the silence.

Talking less isn’t an issue when using the Sandler Selling System. You can keep the sales meeting ...

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