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If you read the sales books, you’ve learned about Consultative Selling. Some people call it Question-based Selling. You’ll find several approaches to it, and some of them even give you good advice. However, there is one huge gaping hole in all of them. It is a flaw that is so immense and so significant that if you over-look it, you will certainly fall right into it and fail. And, that’s not all – very few people know how to fill this hole! Let’s look at how it plays out in the real lives of financial professionals:

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