CHAPTER 1
What Is Selling?
The most precise definition of selling I’ve ever seen is from Jeff Bezos, Amazon’s founder and CEO. In an interview with the Harvard Business Review (January-February 2013), Bezos said, “We don’t make money when we sell things. We make money when we help customers make a purchase decision.”
What is your role as a seller? To be more precise, what is your primary role as a salesperson in relation to your prospects and customers? Every day, when you’re confronted with the importance of effectively interacting with your customers, what mental image do you have of the primary task you’re supposed to be accomplishing? Are you conscious of the role you’re playing in the overall sales process?
Here’s the central challenge for ...
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