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How to Sell More: Tools and Techniques from Harvard Business Review by Harvard Business Review

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The (New) Skills You Need to Succeed in Sales

By Lynette Ryals and Javier Marcos

Lynette Ryals is professor of strategic sales and account management at Cranfield University School of Management. Javier Marcos is a lecturer of sales performance at Cranfield’s Centre for Strategic Marketing and Sales.

The practice of business-to-business selling is in a curious state. On the one hand, commentators and academics are repeatedly telling us that transactional selling is outmoded and that relational selling is the “new normal.” On the other hand, most businesses are operating with traditional models of salesperson recruitment and training. The American Society for Training and Development (ASTD) estimates that in the U.S., $15 billion is spent ...

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