Introduction

Everyone sells. Some people sell ideas, some sell services and some sell products. Whatever you sell, this book will help you do it better, and feel better about doing it.

Smarter Selling is a distillation of the authors’ many years’ experience working with all types of salespeople and consultants in a broad range of industries, from accounting and legal, through banking and insurance, management consultancy, IT, sports, transport, media, and many aspects of retail. It describes the mindset adopted by truly consultative salespeople – those who sustain long-term, mutually beneficial relationships with key buyers – and it details an approach, coupled with a series of easy-to-learn tools that drive sales relationships towards sustainable, ...

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