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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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FOREWORD

BY DAVID H. MATTSON, CEO, SANDLER TRAINING

More than four decades ago, David Sandler made his first foray into the personal development and sales training business. And promptly failed.

Among the most important of what the world would later come to call the Sandler Selling Rules is this one: You have to learn to fail, to win. It is easy to forget now that that rule, like all of the rules that support the Sandler Selling System, was the product of David Sandler’s direct personal experience. Learning to fail meant “going for the no”—a concept you’ll be encountering in this book—but even before that, it meant being honest with himself about whether what he was doing was actually working. And at first, what he was doing really wasn’t working. ...

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