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

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Chapter 27: Managing the relationship

Having invested a lot of time in establishing a relationship with the customer that enables them to buy from us, it is important that we take time to maintain and develop the relationship if we have an interest in selling to this customer at some point in the future. For some of you, repeat purchases might represent a regular opportunity. For others, it may be that any repeat purchase is less frequent, possibly for a different product or service that you also sell (now or in the future) or for add-ons to the original sale.

Selling different products or services – possibly managed by other salespeople within your business – is called ‘cross-selling’ ...

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