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A man named Arie de Geus who started his working life with Royal Dutch Shell is an important management thinker of our times. He and his colleagues at Royal Dutch Shell worked for many years on the now famous concept of Scenario Planning—a tool embraced by large corporations, military and development strategists
much. A salesperson must not only listen with his mind, he has to sometimes listen with his soul. You learn to read body language and emotions. You learn to isolate the stated needs from the unstated concerns of a customer. Only when you listen well, are you able to see what lies beneath the surface. Like an iceberg, nine-tenths of a customer’s needs and requirements are hidden below the surface of what he is telling you as you are pitching your product. A good salesperson learns to understand and address these.
