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What is influence? It can be all to easy to confuse influence with manipulation and when you put that word in the context of sales, it’s where most consumers go. We’ve said it many times on The Buyer’s Mind - Likeability leads to trust. Trust leads to Influence. Your goal, as a sales professional, is to understand your customer’s needs and point them to a solution that meets those needs. That’s how you use your influence to help them.
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