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Selling to Win, 4th Edition by Richard Denny

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Chapter Ten

The principles of professionalism

This chapter considers the points of detail that can make a great deal of difference to your performance. They are the success ingredients of the star professional.

Imagine a horse race in which the finish is so close that only a photograph can distinguish the winner. Winning ‘by a short head’ can mean the difference between a prize of £25,000 and a prize of £5,000. Did the winning horse have to go five times faster in order to win five times the amount of money? Would the jockey have gone through five times more training in order to win? Did the horse perhaps consume five times the amount of oats? Of course not. The jockey and the horse did just a little bit more, and maybe that little bit more ...

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