Abstract
Chapter 3 discussed the techniques that must be mastered before a salesman is ready to call on a potential client. He or she must be well-informed, able to lead a discussion yet remain receptive to the needs of the potential client, and make the most of the limited time that is available to him or her. In this chapter we shall be concerned with using the preparation procedures and the information gathered through it to actually sell the product.
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References
G.A. Luffman, ‘The Processing of Information by Industrial Buyers’, Industrial Marketing Management, vol. 3 (1974).
See Organisational Buying Behaviour.
See, for example, W.J. Stanton and R.H. Buskirk, Management of the Sales Force, 6th edn (Richard D. Irwin, 1983).
M.J. Baker, Marketing New Industrial Products (Macmillan, 1975).
B. Klass, ‘What Factors affect Industrial Buying Decisions?’, Industrial Marketing, vol. 3 (1981).
See, for example, Ehrenber (ed.), Consumer Behaviour (Penguin, 1965).
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© 1987 Alan West
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West, A. (1987). Achieving the Sale and Keeping the Customer. In: Modern Sales Management. Palgrave, London. https://doi.org/10.1007/978-1-349-18570-2_4
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DOI: https://doi.org/10.1007/978-1-349-18570-2_4
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