By C.J. Hayden, Contributing Editor
You'd be surprised how often my clients and students ask me to help them find a surefire sales letter or phone script that they can copy to use for their own sales efforts. Or maybe you wouldn't. Perhaps you, too, have been misled into thinking that there is such a thing.
It's tempting to believe that there really is a magic sequence of words that will make people buy from you every time. If something like that did exist, it would make selling so easy. You could just call someone up and read your script, or even better, just send the person an email, and presto—you'd have a new client.
But persuading other human beings to do what you want them to is not that simple. Think of the last time you tried to persuade your spouse or teenager to do things your way and you'll see what I mean.
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