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I was being interviewed a while back for a magazine article and the writer asked me a question that I had to think hard about before answering.

She asked in all my years of working with professional salespeople what surprised me the most.

I couldn?t boil it down to one thing. There are two. One is that in all my time in sales and sales training I?m surprised by how many salespeople are unprepared to respond to customer objections. Even objections they hear over and over again like the price objection. Each time it comes up it?s like the first time they have ever heard it. A sales professional should have a thoughtful, well prepared response that speaks to value. Instead many salespeople stammer and stutter and basically begin the negotiations process.

They will not receive full price in return for the full value they offer.

The other biggest surpriseā€¦

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