Let me repeat that: the reason every sale is the same is because, despite all that individual stuff, the same three key elements still have to line up in any prospect’s mind before you have a shot at closing them. And it doesn’t matter what you’re selling or how you’re selling it; how much it costs or how much money the prospect has; and whether it’s tangible or intangible, over the phone or in person. If in a single moment in time, you can create these three crucial elements in a prospect’s mind, then you’ve got an excellent shot of closing. Conversely, if even one of them is missing, you
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