ABSTRACT
Selling has changed. The focus of much selling today is on securing, building, and maintaining long-term relationships with profitable customers. To accomplish this, salespeople have to be able to communicate a value proposition that represents the bundle of benefits their customers derive from the product being sold. This value-driven approach to selling will result in customers who are loyal and who want to develop longterm relationships with a salesperson and his or her firm. This chapter provides an overview of the book by way of an integrative Model for Contemporary Selling.
