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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 2: How beliefs and values impact sales success

Many years ago I went in to pitch for some business at a large international bank. At the time I was new into providing consultancy and training on a self-employed basis and, while I felt that I provided real value, I had a limiting belief about the daily rate that I could charge. A friend of mine who arranged the introduction met me in the reception area and his words surprised me. He said, ‘Don’t think about charging less than £2,500 per day or you won’t be taken seriously’.

  • What were my beliefs here?
  • What were the beliefs of my friend?
  • What were the beliefs of the organisation to which I was looking to sell?

Success in selling is due ...

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