Own a small business, and like it or not, you're in saleswhether your background is in engineering, child care or landscaping. The trouble is, "many entrepreneurs resist seeing themselves as salespeople," says Pam Lontos, an Orlando, Florida, sales trainer and author of Don't Tell Me It's Impossible Until After I've Already Done It (William Morrow).
So how do you excel in sales if it's not your natural calling? The solution is simple: Learn to do it. The good news is sales is a highly learnable skill. But where can you get first-rate sales training if the $5,000 and higher daily fees charged by top trainers are out of your budget? Top sales trainers from around the nation give you a head start in the following pages, offering their solutions to the 21 biggest sales problems.
This article was originally published in the August 1997 print edition of Entrepreneur with the headline: Hard Sell.
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