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There are several approaches that can be used by salespeople depending upon which best fits the situation (Kotler, p. 622). For example, an individual sales representative can approach a particular individual buyer or a buyer group. Or, a sales team can approach the individual buyer or buyer group. Also, sales representatives can employ a technique called seminar selling, where a company team conducts an educational seminar for the customer company about state-of-the-art developments (Kotler, p...

Or, a sales team can approach the individual buyer or buyer group. Also, sales representatives can employ a technique called seminar selling, where a company team conducts an educational seminar for the customer company about state-of-the-art developments (Kotler, p. 622).

Once the company decides on a sales approach, it should maintain a market focus...

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