This three-page undergraduate paper is in the form of a book report on Ron Willinghams best-selling 1987 book, Integrity Selling: How to Succeed in Selling in the Competitive Years Ahead. The author notes that Willingham offers an easily understood, practical, six-step program that focuses on meeting the needs and expectations of todays more sophisticated customer. He emphasizes that from initial contact to the close of a sale, sellers should always give the customers needs the highest priority.
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