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Selling to Win, 4th Edition by Richard Denny

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Chapter Eight

The sales presentation

You may recall that if you are going to play a game that you have never played before, the first stage is to learn the rules, and you will, quite naturally, want to learn from the up-to-date rule book. You will, no doubt, play as close to those rules as you can without breaking them or without being caught.

But the true professional plans each game according to the strengths and weaknesses of the competition. In other words, the tactics for each game will be pre-planned. I am, of course, using this as a metaphor for selling.

You are now armed with the rules. Break them, and you will suffer the consequences. Now you must plan each presentation.

I am now going to take you through the pure, unadulterated theory ...

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