Tom Reilly releases his new book, Crush Price Objections: Sales Tactics for Holding Tour Ground and Protecting Tour Profit, published by McGraw-Hill. He says this can be your most important weapon in winning the war on price resistance. Make no mistake about it - you are in a battle over price, he adds. The batdeground is in the customer's head and your enemy is the thought process that causes buyers to make short-term, imprudent purchasing decisions.
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