The myth of great relationships
How “great relationships” can harm sales
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Dave Kahle
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Here’s how it works. An experienced salesperson believes that he or she has developed great relationships with customers. Therefore, he spends his time visiting these great customers, and focusing on maintaining the relationship. He can’t really dig deeper into the motivations and needs of the customer because he’s never really had those conversations before, and to do so would interject a new and disparate element into the relationship. Better to not take the risk.
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Dave Kahle
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