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Russell & Myron Golden: 8 Closing Techniques Everyone Needs to Know

The Russell Brunson Show

CHAPTER

Reframing Affordability in Sales

This chapter addresses the common sales objection of 'I can't afford it' by exploring its psychological roots and reframing it as a question of perceived value rather than true financial limitations. The speakers present strategies for effectively closing sales by balancing emotion, logic, and fear, while introducing innovative techniques like the 'Upgrade Your Money Close.' Ultimately, they emphasize the significance of shifting the conversation from cost to the true value of an opportunity.

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