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BrainScripts for Sales Success: 21 Hidden Principles of Consumer Psychology for Winning New Customers by Drew Eric Whitman

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How well do you know your product or service?

“Incredibly well, Drew. I know everything about it. In fact, I can spout scores of facts and figures, a virtually endless list of features and benefits. Heck, I live my product every day. I probably know it better than anybody else on planet earth!”

All this is wonderful, of course. A good salesperson should know everything there is to know about his or her product. But where many salespeople fall flat on their faces is in their embarrassing inability to tell me when asked point-blank during my live seminars exactly what’s in it for their buyers. Sure, they can give me some generalities. ...

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