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

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How to Turn a Relationship into a Sale

By Keith Ferrazzi

Keith Ferrazzi is the CEO of Ferrazzi Greenlight, a research-based consulting and training company, and the author of Who’s Got Your Back (Broadway Books, 2009).

Sales teams that focus on relationships quickly learn the value of providing personal and professional value to clients rather than focusing solely on the sale.

The impact of relationship building with your customers may surprise you. Ferrazzi Greenlight’s study of 16 Global Account Teams (PDF) showed that these strategic, relationship-focused teams grew their accounts at least twice as fast as regular, transactionally focused account teams. This happened despite the fact that the relationship-focused teams worked on the ...

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