A lot of things can go wrong in sales – and often do. But there’s probably one thing that stands over all the other as the Ur-error of selling. This particular error is baked so deep into our behavior that you might call it the “original sin” of selling.
In this week’s Trust Tip video, I examine what that error is, and why it’s such an egregious mistake. Fortunately, the solution is not that hard – as long as you remember to use it.
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