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Don’t you agree: selling is easily the most important step in the business process. So, with that much responsibility, why do so many advisors continue to make the worst mistake possible?

We’ve been researching the psychological sales process for decades and continually find the exact same problems. Most advisors approach selling in the easiest way, not the most effective. They present Their own logic. They appeal to Their own values. They present the features and benefits They like. In other words, they make their sales presentations to Themselves. And that is the worst mistake they (you) can make.

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