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Retail Operations, Second Edition by Sarah Lim, Angie Tang

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Chapter 11. The Art of Retail Selling

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A retailer meets many customers at the store every day. Once the customers are inside the store, personal selling becomes all important.

Selling is the process of assisting a customer make a decision to buy a product or service. It helps the customer to identify the need or want for the product or service and to understand its features and benefits. Selling requires a lot of time, energy and cost but the payoff can be tremendous. It is, therefore, beneficial for retailers to be aware of effective retail selling approaches so that they can become more confident and professional in selling their products and ...

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