You know what to do, you just don't do it. Salespeople are the smartest people in the world. As I go from audience to audience they all have one common theme among them: everyone already knows everything. Problem is they are not doing it. There's a big difference between knowing and doing, and most salespeople are without a clue about the power of the subtlety. As you read through this book don't tell yourself, "I know that." Rather ask yourself, "How good am I at that?" That question will lead you to learning.
