Selling 9th Edition by Stephen Castleberry,John Tanner

Exercise 14

Read "From the Buyer's Seat 13.1." Do you think most business buyers have a similar motto? Contrast Braig's perspective with the JC Penney quote in the text that all great business relationships are based on friendships. Who is right and why? Why is understanding this question of friendship/relationship important to salespeople? What is the importance of precall planning to building relationships?