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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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There are two versions of successful Bonding and Rapport. There’s the short version, which I’m going to tell you in a moment, and the long version, which fills out the balance of this chapter (which you may elect not to read).

Here’s the short version:

Always make the prospect (or customer) feel more OK than you feel.

That’s it. End of story. Do it and you’ll succeed!

You really don’t have to read the rest of this chapter. I suggest you review the I/R Theory in Chapter 3. Then, practice the advice above, and you’ll do just fine at Bonding and Rapport. In fact, you’re off to a great start as a professional salesperson.

The first compartment of the Sandler Submarine has been closed!

But wait a minute. What would happen if I ended the chapter now? ...

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