Chapter 2. Four Ways to Sell
Generally speaking, sales methods fall into four broad categories. For each kind of sales process, there are gurus and training programs and books and audio tapes to show you the way to do it. All of the gurus will assert to you that their method is the right way—the only way to sell.
Well . . . what did you expect? The gurus are selling you something.
Each of the four basic ways to approach selling has some real strengths and can improve results. But each also has some significant limitations.
For us, the goal is to understand the basic approaches and to recognize when and why each of them works. Then we can match the method to the particular selling environment in which we are working.
Process-Oriented Sales Methods ...
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