The Win-Win Philosophy
As noted in Chapter 2, the marketing concept is a philosophy that leaves no doubt in the mind of every employee that customer satisfaction is of primary importance. Salespeople, working closely with customers, are in the best position to monitor customer satisfaction.
Adopting the win-win philosophy is the first step in developing a relationship strategy. Stephen Heiman and Diane Sanchez, authors of The New Conceptual Selling, describe the “win-win” approach as follows:
In Win-Win selling, both the buyer and seller come out of the sale understanding that their respective best interests have been served—in other words, that they’ve both won. It is our firm conviction, based on thousands of selling situations, that over the ...
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