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Don't tell people what they need. Listen to what they say they need. Photo: Getty Images

As we prepare for open enrollment season to to ramp up, see if you’re making any of these selling mistakes and take some time to work on them.

The Run DMC. If you came of age in the 80s like I did, you recall Run DMC’s classic, “You talk too much.” We used to taunt our talkative friends by quoting that song, “You never shut up!” Most of us landed in sales because we’re a “people person.” That’s code for, “You sure do love to talk.” Nothing wrong with that, but if you’re talking for more than 60 seconds without allowing the prospect to answer a question or provide some input, you’re pulling a Run DMC on them. Don’t do that. And yes, Self, I’m talking to you.

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