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Buying and selling is complex. There is no magic formula to it. Each and every one of us needs to figure out what works best for us and our product and service offerings. Sometimes, we can learn some basic ideas to guide our approach and fine tune our strategies. Whilst this is a a good start, it is not the final destination for selling strategies. We need to adapt to the situation at hand and leverage a variety of tools and techniques to win the order. Selling is a dynamic process and it can not be boiled down into simple rules or steps. However, these frameworks can be helpful in forming our strategies and aligning our thinking.

Many years ago, a senior sales professional, long since retired from the business world, took it upon himself to share his secrets with me. His core strategy for success was based upon what…

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