I just landed $300K in funding from the Department of Homeland Security’s Human Factors Group – historically a very difficult customer. The customer actually gave me $75K more than what I’d asked for... Dr. Ann Speed
Cognitive Psychologist – Sandia National Laboratories


Be Careful Not to Translate!

Many people who have wanted to improve on their sales skills work very hard on listening better—and then they translate what they heard into their own words! This is well beyond paraphrasing a prospect’s Pain—it’s refusing to use words that are comfortable and familiar to your prospect, and instead using words that are more comfortable to you.

That’s not good!

Notice the language your prospect uses, and try to use that, as often as possible. Remember, selling is not about using words you are comfortable with—it’s about using the words with which your prospect is comfortable.

And she’s comfortable with the words she is using.

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