CHAPTER 8OBJECTIVES ARE CLOSER THAN THEY APPEAR
[A]s you’ve noticed, people don’t want to be sold.What people do want is news and information aboutthe things they care about.1
LARRY WEBER
The golden day has finally come: you’re ready to meet with your prospect. If you have followed the steps outlined in this book and prepared yourself, you have already won the business and are ready for the call.
I believe in overpreparing for every call, and I encourage you to do that too. When I was providing service to attorneys to New Hampshire, I talked with a junior associate at the firm before I had met all the partners. I knew the junior associate was not the ultimate decision maker, but we started a great relationship and I was managing the sales process. ...
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