If you were able to poll all of the people who had just been the recipient of a sales presentation, yet didn’t buy, the common denominator will be that salesmen’s errors caused the negative decision. It is seldom the product or lack of a need that precipitated the turn-down, but rather somewhere in his pitch, the salesperson screwed up.
There are a number of very basic rules in the unwritten and unpublished, “Old Salesman’s Big Book of Knowledge.” These are timeworn, but still appropriate truisms that are or should be taught to every fledgling salesperson
