Huthwaite research has debunked costly selling myths still believed by many in business today.

The new economic realities are bringing new challenges to sales professionals. Overall business efficiency is increasing, and sales forces are shrinking. The ten myths described in this paper represent a view of selling that is extremely relevant in today's competitive sales environment. "Work smarter, not harder" has never been a more appropriate motto, and working smarter should be the aim of any serious sales performance improvement effort. 

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