unsell

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un·sell

 (ŭn-sĕl′)
tr.v. un·sold (-sōld′), un·sell·ing, un·sells
To persuade not to believe in the advisability, worth, or truth of something.
American Heritage® Dictionary of the English Language, Fifth Edition. Copyright © 2016 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.

unsell

(ʌnˈsɛl)
vb (tr)
to speak unfavourably and off-puttingly of (something or someone)
Collins English Dictionary – Complete and Unabridged, 12th Edition 2014 © HarperCollins Publishers 1991, 1994, 1998, 2000, 2003, 2006, 2007, 2009, 2011, 2014

un•sell

(ʌnˈsɛl)

v.t. -sold, -sell•ing.
to dissuade from a belief in the desirability, value, wisdom, or truth of something.
[1925–30]
Random House Kernerman Webster's College Dictionary, © 2010 K Dictionaries Ltd. Copyright 2005, 1997, 1991 by Random House, Inc. All rights reserved.
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* Every time a customer says "no," he unsells himself to a certain extent.