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BSS: Great Negotiating Skills by Bob Etherington

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Selling

This is not a book about selling per se, so you will need to read some books on selling and business persuasion (especially the ones I’ve written of course – see the list at the end of the book!) for detailed instructions on how to go about selling your things, products, services and ideas to other people. However this brief explanation will help you understand the process and avoid, whenever possible, having to negotiate in the first place.

When you have a product, service or idea to sell, you have to begin long before you meet the potential buyer(s) with a simple question to yourself and it is this: “What problem is my product, service or idea there to solve?” The reason for this essential self question is that you have no other value ...

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