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Sales professionals need to assert a point of view to properly reframe the customer’s thinking. However, there is a fine line between being assertive and being aggressive.

In Richardson Sales Performance’s brief, Advancing the Sale by Being Assertive, Not Aggressive, we explore the four key ways effective sales professionals can more effectively assert a point of view without becoming aggressive in the sale. We discuss:


  • How normalizing discussions of risk reduces the customer’s anxiety
  • How reflection questions shape the customer’s perspective
  • How nontechnical, clear language aligns customers to the solution’s value
  • How to build trust through transparency

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