The number 1 thing I learned from this book was you have to learn that selling is basically helping people and #2 that your product is the best thing for your customer, i.e. you should be convinced that there is nothing better in the world at the moment to help your customer.
When you truly and honestly believe that selling becomes easy.
Could it be not possible that a product can actually help a person get what s/he wants? Or be the best thing to suit their needs. Do you have an objection to that statement?
I actually believe my product is the best fit for my target (not everybody but a very small niche of few thousand people in this world). When I find those persons it indeed feels very easy to sell my product to them and also get repeat business.
I’m happy to lose a sale when there’s a genuinely better solution for the customer problem. I’ve had conversations with prospects on multiple occasions where I’ve directed them to a company with better solutions.
I’ve found that the people I’ve had those conversations with actually will come back when there is another issue that our products can help with.