Author Archives: Gil Effron

Who writes these directions?

The man on the corner says, “Straight ahead for three blocks. Then turn left. You’ll drive about four blocks and the store will be on the right. Big red sign. You can’t miss it. But if you pass the Sunoco … Continue reading

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First impressions versus lasting impressions

At a chamber of commerce mixer recently, one of the other attendees and I found ourselves in a heated conversation about the importance of first impressions. He was adamant making a good first impression is the single-most important thing a … Continue reading

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Is your website telling or selling?

Over all, many of the websites I come across do a great job at conveying good, solid information. They tell a great story. The problem is, except for hobbyists, most people who create websites want to sell something. But their … Continue reading

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People don’t start listening until they start talking

Prior to writing How to Close More Business in Less Time, I had an opportunity to coach a startup home remodeling company in Ohio. The two partners decided to focus on high-end kitchens and bathrooms. Not a customary place for … Continue reading

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No more surveys! You already know the answer…

While traveling last week I received three surveys from servers in three different restaurants – the kinds that ask us to go online, enter a number, receive a discount coupon for a next visit, and even win a prize. I … Continue reading

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Overcoming bumps, detours, and sudden stops

One of the things I like best about the “process” is that all processes have one thing in common. They can be studied, analyzed, measured, modified, changed, improved, and streamlined. In How to Close More Business in Less Time, I … Continue reading

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Re-defining marketing

People have a tough time defining marketing. In fact, when you look at conventional definitions, most of them go in this direction: “Marketing is the process associated with promoting goods or services for sale” or “Marketing is increasing sales through … Continue reading

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A short course in handling objections

Objections are the so-called reasons prospects give you for not buying today or, worse, dropping the dreaded evasion, “Let me get back to you.” But let’s call objections what they are: excuses for prospects to sit on their wallets. You … Continue reading

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Why you need to document your sales process

The dictionary defines process as “a series of actions or steps taken in order to achieve a particular end.” (I think that’s pretty close.) We all use processes –– at work, at home, and just about anywhere. Suffice it to … Continue reading

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The greatest review ever received!

Naturally, I love it when someone tells me how much they enjoyed the book or how it helped them improve their closing ratio. But one compliment has always stood out as a testimonial to the power of How to Close … Continue reading

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