Negotiating a B2B Sale? Be Proactive versus Reactive
Sales and Marketing Management
MARCH 18, 2019
Author: Andres Lares, Shapiro Negotiations Institute A sales negotiation is a process, not an event. Effective sales negotiations, however, are fundamentally proactive. B2B sales are typically more complex than B2C. The goal is to identify their point of view before entering negotiations.
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