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Persuasive Business Proposals, 3rd Edition by Tom SANT

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7 Why the Inuit Hunt Whales and Other Secrets of Customer Behavior

THE DEFINING MOMENT IN ANY SALES PROCESS is the customer’s decision. From the moment we first find a lead and qualify it as a real opportunity, through all the meetings, presentations, conversations, and communications between salesperson and prospect, our focus is on getting the customer to make a decision in our favor.

Understanding how people make that decision helps us sell more effectively. With insight into the customer’s decision process, we can deliver the right message in the right way at the right time. Surprisingly, though, sales methods have generally ignored this crucial element of the sales process.

How People Really Make Decisions

When we and our customers must ...

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