Relationship selling refers to a sales interaction that focuses on the quality of exchange between you and the buyer rather than the price or specifications of the product or service. It can readily be a component of all of the types of selling discussed in this second half of the book.

The beginning of relationship selling is a mindset. It is a shift from focusing on selling something to focusing on helping the customer. As we look at ways to use body language to reinforce your positioning as a “helper” rather than a “seller,” we will also explore some common pitfalls.

The positive mindset shows up in myriad ways. A big indication is your use of active listening. When you’re the one doing all the talking, the meeting is ...

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