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There are psychological issues that need to be addressed before many prospects are even able to purchase. Some prospect issues are handled by what I call sleight of thought tricks. Others deal with Basic Major Issues.

The tricks are great fun, but the Basic Major Issues, once learned, are priceless. You’ll find lots of different applications, in a mini-book entitled, The Secret Psychology of Selling.

As sales consultants we’ve been trained into believing that if you understand a prospect's problem, and provide a killer solution, the prospect will purchase. This is false, as it’s only true in about four percent of the prospects you call on. That is miserable percentage-wise.

In the remaining 96% there are behind-the-scenes issues, which if not handled, become a tug-of-war between the consultant and the prospect. This is true even if the solution you offer IS the best solution – the prospect is still saying "No."

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