CHAPTER 14

Defense

A Summary

We have discussed at length how trust progresses through a sales cycle. In order to develop this concept, I concentrated on the toughest starting position, when you are new to the account. But, you need to consider trust with existing customers as well. The discussion of the incumbent defending against a new competitor for an account will serve as a good summary of the book.

We showed that customers place more importance on relationship after the sale. However most salespeople move on to look for new customers after the sale is made. This is foolish for two reasons.

It is much easier to sell to an existing customer—you have earned the customer’s trust, therefore shortening future sales cycles. You don’t have to spend ...

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