Sophisticated buyers have become immune to all the standard sales scripts and phrases. Powerful training effects change in the salespersons beliefs, behavior and technique. How a salesperson thinks and reacts is more important than their ability to regurgitate sales lines. For example, if a salesperson believes that it is improper to discuss issues relating to money or budgets, they will predictably have difficulty uncovering budgets or identifying appropriately priced solutions. Similarly, when salespeople have a high need for approval, they will avoid the difficult conversations, tend to call repeatedly on “friendly” prospects and never ask the “tough” questions that separate great salespeople from average performers. Sales people with low self-esteem have difficulty conversing with high level decision makers. For more information on undermining beliefs, behaviors and technique, request a copy of “Why Salespeople Fail and What You Can Do About It"