Despite the creation and implementation of sales processes, there is still one area of sales that was considered, and is still considered, a tactical, reactive, and behavioral art: the art of negotiating. Because of the way business was conducted in the past, the fact that no established processes for sales negotiating existed didn't present any particular problems. However, the same market forces that 20 years ago drove sales to shift from a personal relationship model to a more process-oriented and analytical one are now driving the need for a new approach to negotiating.
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