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Smarter Selling: Next generation sales strategies to meet your buyer’s needs – every time by David Lambert, Keith Dugdale

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3.1. Types of relationship

Many salespeople tell us, when we first meet them, that they have excellent relationships with their buyers – or at least with some of them. Often however, when we dig a little deeper, we find that the relationships are built on shallow foundations.

To build and maintain deep and successful relationships, the first step is to understand your buyer’s view: after all, the quality of a relationship is defined by the way the buyer feels about it – not you. With an improved understanding you will be better able to:

  • ensure that you have the right number of buyers in each category to minimise risk and maximise opportunities for short- and long-term success

  • plan your overall strategy for each buyer in a more effective manner ...

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