Pulse Legacy Archive August 2012 | Page 42

NEVER SELL ANYTHING AGAIN BY BARRY MOLTZ I pity the small businesses that try to sell products or services only through features and benefits. They think that hard sales tactics, like cold calling or deep price discounting, actually still work and are a solid way to build their business. They keep trying to sell to the same old prospects until these prospects become so unresponsive that they are lost on how to find additional business. 40 PULSE ■ August 2012