Let's Get Real or Let's Not Play
Transforming the Buyer/Seller Relationship
Mahan Khalsa|Randy Illig
The book provides a framework for sales professionals to improve their effectiveness by fostering honest and open communication with clients, focusing on mutual benefit and value creation rather than just closing deals. It emphasizes the importance of understanding clients' real needs, aligning solutions accordingly, and building long-term relationships based on trust and integrity.
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