Unselling: A Journey from Fear to Success in Sales 

Mor Assouline shares his journey from being scared of sales to becoming a top sales coach. Mor discusses his approach to sales, which he calls 'unselling,' where he creates a barrier between himself and the customer and focuses on helping rather than selling. He also talks about the need for salespeople to be honest and transparent with customers in order to build trust. Additionally, he addresses the question of how to transition from a non-sales role to a sales role. Mor discusses his approach to coaching salespeople and shares insights on objection handling and building a resilient sales force. He emphasizes the importance of self-coaching and getting salespeople to think about their performance before providing feedback. He also discusses the need for consistent sales and the role of prospecting and initial interactions with prospects.
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