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A 2012 Harvard Business Review article titled 'The End of Solution Sales' announced that star sales performers had turned their backs on solution selling. A few years earlier in the book Selling is Dead, Neil Rackham, author of SPIN Selling (and the originator of what became known as consultative selling) also announced the demise of traditional sales approaches. 


 But is this really true? Has there been a revolution, or is it more of an evolution?


In this 2014 white paper, best selling authors Keith Dugdale and David Lambert look at what's changed in sales methods over the past 30 years, and what it means for modern sales-based organisations. 

A Sales Evolution or Revolution?

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