As a salesperson, you must know the truth. Does the customer have the necessary budget? Are you ahead of or behind the competition? Who in the target organization is a supporter and who is a detractor? Experienced salespeople like to say, “Buyers are liars.” That’s because, for a variety of reasons, buyers do not volunteer the truth. They may enjoy being wined and dined; they may be using you as a stalking horse to get a better price out of the competition; or they may just have a hard time saying “No.” Like Jack Bauer in 24 interrogating a terrorist, you must extract the truth. In sales, if
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