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Certain sales are impossible to close on the first try. But with persistence, which O'Brien refers to as a "differentiating factor," salespeople can work on chipping away at objections and building a rapport. This is also a good place to stop and evaluate your mental toughness. "The most important characteristic you can have as a print salesperson in 2014 is diligence. It took Mel Fisher 17 years to find the Atocha, a Spanish ship, and its sunken treasure of gold off of Key West. Every day, he stepped on the ship and said to his men, 'Today is the day.' That's the attitude you need to embrace," Farquharson insisted. "If not, I hear Walmart is hiring."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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