When I began studying sales training and giving sales seminars, I realized I was discovering a few basic principles. These principles were applicable anywhere in the world—and they were as true in the past as they will be in the future. They pertained to fundamental aspects of my work: Finding customers, meeting customers, learning what customers want, choosing a product or service that would satisfy customers’ needs, etc. One can enact these principles in various, situational ways. But the principles themselves are constant.
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