CHAPTER 8

Educate the Customer Using Two-Way Learning

SALESPEOPLE AND SALES MANAGERS have varied viewpoints on what sales education is. Here’s what sales education is not:

Images Telling the prospect all about yourself.

Images Telling the prospect the features of your product/service. This would be a regurgitation of product knowledge—something every salesperson wants to do, but really needs to do less.

Images Spewing out a standard sales presentation.

A demonstration ...

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