CHAPTER
3
Are You a Partner or a Product Peddler?The Educational Question
ONE OF THE first hurdles you face with buyers is establishing yourself as someone who can add value—not just because of what you sell, but also by virtue of who you are. High-value salespeople successfully position themselves as experts or advisers who use their expertise to improve the lives of their prospective customers.
Most salespeople sincerely want to help prospective customers by improving their business, saving them money, and expanding their share of the market.
But many prospects are cynical—and rightly so. We’ve all encountered too many low-value product peddlers ...
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