Who are you: a weakling, a discounter, a fighter, or a monetizer? Who is your client: a budget-conscious person, a comparison-seeker, a huckster, inexperienced, inattentive, stingy? What worries them most about your offer? To answer objections, you need to ask questions. For a person to change their mind, they must reformulate it themselves. In short, this is not an easy book. Most likely, you will have to reconsider your approach to sales. But the results will surprise and delight you.