The Elephant in the Room

It’s a serious, pervasive problem, impossible to overlook.

But too many still pretend it isn’t there, preferring to concern themselves with relatively trivial matters to avoid dealing with the looming big issue.

It’s the “elephant in the room,” – that nobody wants to talk about but which affects everyone.

But, it’s even worse than that.

This is something that should be there, but isn’t!

What’s missing? A knowledge of the fundamentals of selling.

“The elephant in the room” is an idiomatic phrase stemming from an ancient parable of three blind men trying to describe an elephant by touching various parts of the animal. Being sightless, they arrive at widely divergent impressions, none of which describe an elephant as it actually is.

Too often, ignoring the fundamentals of selling and focusing exclusively on fad methods is very much like trying to describe an elephant blindfolded. You’ll always come up with limited, largely unsatisfying results. It’s time to get back to basics.

The real solution to this problem is as simple as it is obvious:

a) Refocus attention on the fundamental principles of selling.

b) Develop or adapt methods to put the principles to use.

This book was written to direct attention back to the basics and thereby help you accomplish three things:

1. Achieve a high degree of understanding of the principles underlying all selling.

2. Help you develop methods which align with the fundamentals.

3. Turn mystery into mastery in the profession of sales.

Once you identify and face the “unsolvable problem” you’ll see that the “elephant in the room” is not so tough after all.

Happily, solving the problem does not require a personal overhaul of everything you’re already doing right. All that is required is a tune-up. A slight adjustment in your focus to the fundamental, bedrock principles underlying all selling activities will make all the difference.

If you are already selling successfully, this will tell you why.

If you need help, this will tell you how and where to get it.

The resolution to 90% of all selling frustrations, difficulties, and headaches has been found. The solution to the problem is clear and easily accomplished. The path out of the quagmire has been carefully researched, mapped out, and is easily followed.

The “elephant in the room” has been vanquished and the answer of how to master the mystery of all selling is now in your hands, ready for use.

Your future is now your own.

daniel w. jacobs
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