CHAPTER 11

Positioning

Your fourth Value-Added Selling strategy answers this question: “Am I projecting the image of a value-added supplier?”

Chapter 10 completed the first group of Value-Added Selling strategies—focusing. Chapter 11 begins persuasion, the second major group of strategies that value-added salespeople use. Persuasion positions your solution as the value-added solution, differentiates you from the competition, and presents a compelling argument for the buyer to choose your solution.

Persuasion often gets a bad rap. People hear the word and think of manipulation and mind control. Here’s a reality check: persuasion has existed from the time Eve induced Adam to take a bite from the forbidden fruit. It’s around us in everyday conversations. ...

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