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There is a big difference in just selling and creating sales relationships. Why?
It is very important to show the client (sincerely) or the potential client that you are committed to helping them or to progress in a difficult moment, just thinking about selling at all costs does not make much sense.
If you only do your best to sell at all costs, you will surely do it but only once, if you have NOT supplied their need, they will not turn to you again, the client must be satisfied with the service you have offered.
That is why both you and your work team must train them to build strong relationships before proceeding to the sale.
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