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Even if you are the best salesperson in your company, you could be even better. Forget everything you think you know about selling products to buyers — the rules are changing, and it’s about time. In CustomerCentric Selling, sales experts Michael T. Bosworth and John R. Holland lay out a new approach to sales, one in which salespeople stop forcing products on buyers and start listening to their goals, problems and needs. Stop giving your “expert” opinion on why a buyer should snap up your products, and start engaging decision makers in business conversations that yield results.

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