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This paper gives a step-by-step action plan to radically re-design the company's sales approach, eliminating the need for pushy salespeople and developing long-term relationships with the customers. A case study is presented in addition to practical steps one can immediately take to improve their overall offering in the market. To dramatically increase sales and grow a business, one must successfully increase the perception of value that the market has of the product or service. When people get to the point of a buying decision, there are really just two major types of benefits that most buyers will evaluate: The addition of something positive or The elimination of something negative.
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