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Hal Becker’s Ultimate Sales Book by Hal Becker

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LESSON 30Selling Top Down

Salespeople usually take the course of least resistance. In other words, we don’t want to hear the word no. So what do we do? Stretch out the selling cycle, see the wrong people, avoid the real issues, and even stop asking questions. We do all this to avoid the no and to keep the prospect alive in our minds. It blows me away as a sales trainer that most salespeople are still afraid of the no.

There are many qualities that make the sales pros different from the rest. One of the basics is that they get to the right decision-maker. The key word here is “right.” I have always had this little line as a motto: “I will never take a no from someone who can’t say yes.”

The first question you ask to the person you have identified ...

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