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Once your prospect considers the possibility they might do business with someone in your industry (it might even be you), evaluation begins. Human beings are evaluation machines. Evaluations are simply questions your prospects are asking which much be answered to their satisfaction before they buy.
Have you ever wondered why some people buy and some don't? Why you can ‘nail' a presentation and still lose the sale? Why some prospect with obvious needs won't even talk to you? Why some people give a fast "yes" but you end up with a slow "no"? Newsflash- it's not about you. There is really only one entity that determines if and when a sale is made, it's your prospect. These are the 4 steps all prospects go through before they buy anything from anyone.
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