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How to Sell to Retail by Clare Rayner

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03

People

Introduction

In this final chapter of ‘Look Big’ we’ll focus on people. We’ll be looking at why people are so fundamental to your business, not just in the context of delivering its proposition but in terms of making it look big!

We’ll discuss how to:

    •  leverage the expertise of your key people to give the impression of calibre and capability;

    •  use third-party testimonials about your people so that you can stand out as ‘thought-leaders’ or ‘innovators’ in your field;

    •  focus on your niche, diverting attention away from the size of your organization;

    •  balance being the expert in your niche with the risk of being considered too small to match big company requirements;

    •  make use of a ‘virtual team’ to add ...

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