Features and Benefits vs Trust and Relationship Sales

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Congratulations you’re in sales! Sales can be, and usually is, the most lucrative position an employee or independent contractor can hold. For decades we have been taught to sell features and benefits in comparative selling against our competitors. We have been taught to overcome objections by giving a few more morsels of “why we’re better” or worse yet “why we don’t suck as badly as our competitors in our opinion”.

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