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Because sales professionals are `professionals` they must look at a sale just like an attorney would look at a new client. To `win` you must build a `case` that will cause your `client` to think that he`d be an absolute `idiot` to buy from anyone else but you - regardless of the price. You can do this by educating your prospects on your services and products. Teach them `why` you are the best choice of all the choices out there.