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Positivity has one other important dimension when it comes to moving others. “You have to believe in the product you’re selling—and that has to show,” Hall says. Nearly every salesperson I talked to disputed the idea that some people “could sell anything”—whether they believed in it or not. That may have been true in the past, when sellers held a distinct information advantage and buyers had limited choices. But today, these salespeople told me, believing leads to a deeper understanding of your offering, which allows sellers to better match what they have with what others need. And genuine
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