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Selling to Win, 4th Edition by Richard Denny

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Chapter One

Selling in perspective

Agreat deal of nonsense is talked about selling and the people involved in it. There is also a great deal of justified frustration among disillusioned customers. So let me begin by clarifying some of the misconceptions before highlighting the genuine customer grievances.

Let’s first agree the majority of people like buying. They don’t like being sold to unless it is done really well, in which case they were not really sold to but helped to make a good purchase decision.

The classic presentation

Selling in all honesty has to be the oldest profession. Yet still to this day there are many people who argue forcibly that some people are natural salespeople. I actually believe that everybody is born a salesperson, ...

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