Weak Strategies and the New B2B Sales Rapport
Iannarino
MARCH 5, 2023
In sales, it helps to be known, liked, and trusted. Anyone who argues against the idea that salespeople no longer need to be liked or that relationships don’t matter has spent little time studying human psychology. More still, those who believe they need not be liked because they can address their ideal customers’ pain points are willfully oblivious that there are plenty of B2B salespeople who are likable and also address their client's needs.
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