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Section  Chapter 1: What Is Customer-Focused Behavior?  What is
this customer-focused behavior? It has seven basic tenets. These
are summarized in Figure 1-1, and are explained in sequence in
the balance of this first chapter. As you read these
descriptions, we invite you to imagine a spectrum of selling
behavior ranging from traditional on one end to customer-focused
on the other, and to locate yourself on that spectrum. Are you
where you want to be, to be as successful as you can be?  Click
To expand Figure 1-1: Selling Behavior  If not, what needs to
change?  1. Having Situational Conversations versus Making
Presentations  Traditional salespeople rely on making
presentations, often using applications like PowerPoint. Why?
Because they believe that this approach gives them the
opportunity to add excitement, in the form of highly polished
graphics, animation, and so on. It gives them the opportunity to
turn down the lights and increase the dramati