There are three major steps in the sales process, often called the three C’s: connect, converse, and convert.

We’ve got to locate a potential customer (connect), develop a relationship with them (converse), and then get them to buy our product (convert).

All too often, we’re guilty of jumping the gun, wanting to go directly from meeting someone to pitching our wares.

Hello, it’s nice to meet you. How many of these widgets would you like to buy from me today?

By skipping the conversation, by failing to develop a personal bond, by not allowing potential clients a chance to know and trust us, we’re often putting up a giant roadblock between us and the sale.

And none of us need any more roadblocks in our lives.

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