PUBLIC RELATIONS IN PRACTICE - Tapa blanda

Reseña del editor

This radical approach to face-to-face selling seeks to help the improve any sales person's turnover by increasing their motivation and self-confidence. Pat Weymes rejects the traditional "hard sell" techniques in favour of non-manipulative selling. He stresses the importance of looking at techniques from the buyer's perspective, showing how empathetic selling can provide the foundation of a more productive, long-term seller-client relationship which will yield results year after year. His advice ranges from winning a client's support and gaining the competitive edge, through fact-finding, proposals and presentations, to negotiating, increasing productivity and forecasting sales. The advice is illustrated with case studies drawn from Pat Weyme's work with international corporations, and there are practical tips, checklists to reinforce learning and self-assessment quizzes to allow readers to monitor their progress.