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

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Understanding Five Types of Sales Coaches

By Steve W. Martin

Steve W. Martin teaches sales strategy at the USC Marshall School of Business. His new book is titled Heavy Hitter Sales Linguistics: 101 Advanced Sales Call Strategies for Senior Salespeople.

Salespeople know they need a constant, accurate source of information that reveals the internal machinations of a potential customer’s selection process. These “coaches” are individuals who provide accurate information about the sales cycle and competition. Salespeople sometimes believe they have a coach when, in reality, they don’t. Heavy hitters (truly great salespeople) know they have a coach when the person not only provides them with accurate information, but also helps them by fighting ...

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