• Diane Helbig ’s book dispels common myths about selling and closing sales. One of these commonly held beliefs is that everyone we meet is a potential customer. This is a complete fallacy. We are told that just being convincing or eloquent will result in a sale. This is wrong, obviously. The only way there can be a sale is when the customer has a need for our product.
• Not every conversation or engagement has to end with a sale closing. The very attempt to lead every conversation to closing creates a negative impression and can in fact lead people away from the conversation.
• The effort on the part of the salesperson should, instead, be in providing help and information, that genuinely engages the other person and benefits them in a positive way.   

These and more insights from the ground in this great episode of Bits About Books.

Run time – 34.15 mins.