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BSS: Great Selling Skills by Bob Etherington

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Breathing your own CO2

So ... if I am saying that you can’t tell your prospects and customers all about your products, ideas and services what can you do to sell them? You start by understanding how not to “un-sell”.

Nature, as we know, “abhors a vacuum”, but human beings loathe dead air.

Therefore when there is a silence in a room most untrained sellers become very anxious. They talk about anything to fill the space. And as the thing they know best is their own product, they yap some more about all of its features, elements, advantages and virtues. They cover, over and over again, the material dealt with just a few minutes before. The selling-air becomes re-breathed CO2 – the leftover product of respiration. Carbon dioxide (CO2) is actually ...

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