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Master Soft Selling and Hard Selling

Sometimes, closing the deal is just a matter of taking the right approach. Find out how you can master the art of the soft sell--and the hard sell.

This story appears in the July 2004 issue of Entrepreneur. Subscribe »

In selling, as in martial arts, there are times when being aggressive is the only way to close the deal. At other times, though, a softer approach is the better way to go. The difference is that, in selling, our customers are not our enemies. Rather, they are our sparring partners, and the result of our interaction is that both parties should come out stronger in the end.

The Soft Sell

If you've decided that a kinder, gentler approach is what's needed to close a deal, there are three "soft" steps you can take when someone comes at you with an objection:

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