"Mastering Negotiations" by Susan Onaitis

"A lot of salespeople forget that they have to sell first and then negotiate. And very often, if they do a good job of selling, they never even have to go to the negotiation part. Because what they've done is they've built the value what ever it is they're selling in the client's mind to the point that the client is willing to pay whatever it is that these products or services cost."


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