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The best salespeople understand that people buy differently. Some people buy quickly, on impulse, others buy slowly, doing research and comparing options before making their decision. This book identifies the 4 main buyer types and describes how to recognise them and how to sell to them. Having a single sales strategy is no longer enough. Most salespeople use friendship as their main selling strategy, which is fine with certain buyer types. This book demonstrates that there are other approaches that can be more successful when applied to those buyers who don’t necessarily want to be your friend.