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Jeff Tanner: The Hard Truth About Soft-Selling

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Wayne Hurlbert

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Author & Associate Dean for Research and Faculty Development at Baylor University's Hankamer School of Business Jeff Tanner critiques the soft-sell revolution that saw a shift from traditional selling to simply consulting & how the emphasis on relationship building has lessened the focus on business-building. He describes why a persuasive selling approach is often appropriate & expected from buyers

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