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Sales Speak: Selling Doesn’t Cause Buying

Selling doesn’t cause buying. Buying is an internal business process and that process is fast becoming out of sync with the sales training we often push on our lawyers. Our buyers know more than we do about what is really important inside companies when they are looking to hire outside counsel. We must get better at that lest many of our practices become even more commoditized.


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Over the years, certain sales people have emerged whose greatness stands the test of time and has changed how we think about selling. Each have made contributions to our understanding of the science (and really the art) of selling. Which one of these greats stands out as the GOAT of selling?

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