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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 15: How do you sell?

How do you and your organisation sell? What sort of approach do you employ?

Two models of selling

There are essentially two models of selling, and you and your business are likely to adopt the one that best fits your market. Here is a brief overview of the approaches.

Transactional selling

In transactional selling, the focus is on finding prospects with a requirement to develop relationships, focus on features and benefits and to take orders for the desired products or services at an acceptable price to all parties. The customers are likely to have a clear need for a ‘standard’ product or service and will be interested in sources that can ...

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