Leaning in, or being empathetic during a sales process is really about giving the lead what they want.
Whether they want the lowest cost, the best value, to comparison shop, etc, it’s in your best interest to give them what they want.
When you think about sales, instead of thinking about closing every deal, think about how to have them leave your conversation in a better place.
You aren’t going to convince anyone they need you. They have to realize that themselves.
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