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Selling to Win, 4th Edition by Richard Denny

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Chapter Eleven

Giving real service

Itruly believe that over the next few years, in this rapidly changing market-place, one of the surest and finest ways for anybody in business to beat the competition is to give an outstanding service. But sadly, few people really understand what service is. For salespeople to become successful, they must look for ways of improving the service.

For years businesses have had a mission to satisfy customers. Guy Arnold states in his excellent book Great or Poor: ‘It is a fact and proven that 80 per cent of customers who claim to be satisfied will switch to another if given the chance. Customer satisfaction is really out of date and just not good enough.’ If you were to pick up the Yellow Pages of any area and telephone ...

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