10 top sales slip-ups

Before making your pitch, you should know not only what the customer will say, but how you will respond.

My work with cultural archetypes is not easy to explain, but after 30 years of experience, I go into meetings knowing exactly what a prospect will say ("Prove that it works!") and how I will answer ("Here are my success stories").

Being surprised means you haven't done your homework.

NEXT: Preparing too much