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Selling to Win, 4th Edition by Richard Denny

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Chapter Three

The vital ingredient

Over years of running hundreds of sales courses, I have been asked by many managers to try to pick up the strengths and weaknesses of their delegates and to pick out the salespeople who are going to make it. I am often asked to judge people on their performance on sales courses. My response has been, and always will be, to judge by results only.

A delegate on a sales course can perform admirably, have all the right answers and appear to be totally committed. However, this does not mean that this is the individual who will be the winner out in the market-place. At all my courses, I talk about the circle of success. This circle breaks down into two parts: product knowledge on the one hand, and selling skills ...

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