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Age-old sales lessons; New book details history that is still relevant to today's marketplace.

Publication: Modern Healthcare
Publication Date: 07-AUG-06
Format: Online
Delivery: Immediate Online Access
Full Article Title: Age-old sales lessons; New book details history that is still relevant to today's marketplace.(Lauer's Letter)(Letter to the editor)

Article Excerpt
Byline: Charles S. Lauer, Vice President-Publishing/Editorial Director

The selling profession is a complicated business, and it is often misunderstood. Trying to make sense out of why people buy from one organization as opposed to another can be mystifying, especially when the products and prices are similar. In the end, however, it's not that complicated. It comes down to trust and relationships. No matter how many so-called experts try to take feelings and perceptions out of the selling equation, they can't.

I hear all sorts of whining these days from salespeople about how competitors have won business unfairly. They blame others for their own incompetence. Most successful salespeople I know are fierce competitors, and they know they will lose out on a sale from time to time. They don't...

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