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HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)
book

HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)

by Harvard Business Review, Philip Kotler, Andris Zoltners, Manish Goyal, James C. Anderson
May 2017
Beginner content levelBeginner
192 pages
4h 22m
English
Harvard Business Review Press
Audiobook available
Content preview from HBR's 10 Must Reads on Sales (with bonus interview of Andris Zoltners) (HBR's 10 Must Reads)

Major Sales

Who Really Does the Buying? by Thomas V. Bonoma

You don’t understand: Willy was a salesman…. He don’t put a bolt to a nut. He don’t tell you the law or give you medicine. He’s a man way out there in the blue, riding on a smile and a shoeshine. And when they start not smiling back—that’s an earthquake.

—Arthur Miller, Death of a Salesman

MANY COMPANIES’ SELLING EFFORTS are models of marketing efficiency. Account plans are carefully drawn, key accounts receive special management attention, and substantial resources are devoted to the sales process, from prospect identification to postsale service. Even such well-planned and well-executed selling strategies often fail, though, because management has an incomplete understanding of ...

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Publisher Resources

ISBN: 9781633693289