The most successful football teams rely on a playbook, and plays can be simple or complicated. You can run the ball between the tackle and the guard or straight up the middle-or you can try a flea flicker or double reverse. Some of the best coaches script their first ten or twenty plays to include a mix of simple and complicated plays. Sales involves similar steps, but you must master a series of processes within the framework of relating, reasoning, and resolving to get results-a formula created by veteran sales and marketing professional Russell M. Rush. In this guide to improving performance at the point of the sale, you'll learn how to resolve unspoken objections and reduce concerns about the risks in buying. You'll also learn that everything boils down to answering three questions: ¿ Did you relate with the prospect? ¿ Did you reason with the prospect? ¿ Did you resolve all the issues that were important to the prospect?