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Great poets express ideas and emotions beyond our day-to-day capacity. These poets activate and connect us with a dormant part of our humanity, helping us grow and experience life on a higher plane.
Great salespeople provide a similar function for their clients. Very often the prospect or client can’t articulate what she needs. Particularly for the infrequent purchase, the prospect usually is not an expert. Very often, he focuses on surface issues – product/service features – or the economics of the sale: “I need your very best price – after all, I’m in a pennies business.”
The great salesperson shows prospects the latent – or unexpressed – possibilities.
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