Marketing Insights From a to Z: 80 Concepts Every Manager Needs to Know

“The most important thing in rela-
tionship selling is honesty and integrity. If you can fake them,
you’ve got it made.”
Here is a story that illustrates the difference between great sales-
people and average salespeople.
Selling
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This illustrates that effective marketing involves careful research
into the market opportunity and the preparation of financial esti-
mates based on the proposed strategy indicating whether the returns
would meet or exceed the company’s financial objectives.
In the past, a gifted salesperson was one who could “commu-