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Selling to Win, 4th Edition by Richard Denny

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Chapter Two

Planning to win

The six cylinders of professional selling

If you are lucky enough to own a six-cylinder vehicle you will know that for peak performance, to ensure that you are first away and first at the finish, all cylinders must be running smoothly. So let’s create the six cylinders of a professional salesperson:

•  business knowledge;

•  industry knowledge;

•  company knowledge;

•  product knowledge;

•  selling knowledge;

•  attitude.

Business knowledge

Professional salespeople must be fully up to date with the overall business climate both at home and overseas. They should be well read should be able to converse with clients on marketing trends, on changes in the business climate and on home and international politics. This information ...

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