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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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3.3. How to change your relationships

Armed with a better understanding of the relationship you currently have, the question is: Do you want to improve that relationship and, if so, how will you do that?

Some of the most effective salespeople we have come across have a simple question they constantly ask themselves:

How do I ensure that every interaction with a buyer improves the relationship?

Let’s think about that. What about the last meeting you had with a buyer? Did you have a clear objective for that meeting? What was it? Did it seek to advance the sale or advance the relationship?

Truly effective salespeople set targets for a defined period and then decide where they would like to get to by the end of the next interaction. They measure ...

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