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"Us" and "We" in Selling Conversations

Been reading Rainmaking Conversations by Mike Schultz and John E. Doerr … they make some good points, but they make a lot of irritating mistakes, too.  


I am sick of “sales advisors” telling us that, when we talk with our prospects, we should use the words “we” and “us” to refer to our own companies.  


When you’re selling, the word “we” should ONLY be used to mean “you and me, Mr. Prospect”.  


When you want to refer to yourself or your associates, say “I” or “the team I work with” to avoid setting up an “us against them” adversarial approach to the conversation.
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