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Before the sales day begins, always ask yourself: What are the problems that are most likely on my customers' minds? What are the uncertainties that might keep them from saying "yes?" Then ask yourself: What am I certain about? The key is to use the things you're certain about to make saying "yes" easier for your customers. Eliminate the risk of saying "yes" and put more risk on saying "no." If you're a trusted advisor and talk to your customers about the certainties you know they'll be facing, they will listen and buy.
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- Daniel Burrus
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