Sales is the systematic elimination of risks.
The seller must consciously mitigate the risks in the customer’s mind and influence their beliefs towards the solution on offer. Much like the popular board game of snakes and ladders, one wrong move can mean a precipitous drop to the bottom. Of course, your differentiation and uniqueness will be your ladder to success. I would be keen to hear the Snakes you have encountered in sales and how you have navigated around that? (Clues: Think politics, detractors, consensus, ecosystem, etc.)
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