The Secret Psychology of Selling (Mental Reflexes) description
As sales consultants we’ve been trained into believing that if you understand a prospect's problem, and provide a killer solution, the prospect will purchase. This is mostly false, as it’s only true in about four percent of the prospects you call on. That is miserable percentage-wise.
In the remaining 96% there are behind-the-scenes issues, which if not handled, become a tug-of-war between the consultant and the prospect. This is true even if the solution you offer IS the best solution – the prospect is still saying "No."
The Secret Psychology of Selling is sales without the tug-of-war.
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