Truth: You can - depending on how you define "cake"
What is something that every salesperson gives away on every sale but never loses?
The answer is the most valuable asset us sales professionals have, the tool we can use most effectively and that is WORDS. Think about this for a moment...
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If I give you $1.00, you are a dollar richer and I am a dollar poorer
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If I give you my car, you have a car and I don't
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If I give you my words, we both have them
If you have ever received an email from me or have an autographed copy of one of my books, you know that my motto is, "Teach Others!". It's the way I sign letters, emails, books, pretty much anything. The truth is that we learn by teaching. You cannot lose by teaching others.
The single, most important function of sales is to teach. Words are the tools we use to teach our customers.
If that's not true, I'll eat my words!
When customers are educated, they make their best decisions. The best decision your customer could make is to buy from you. If they buy from someone else, there is only one explanation: ignorance! We failed to teach them!
So what does this have to do with cake? "I ate up every word he said!" Ever heard someone say that? How about, "Feast on knowledge"? Hey, if we gotta' eat something, let's eat cake! And when we eat the cake of knowledge, we don't gain physical weight, only mental weight and we can all use a little more heft in that area.
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