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In almost every area of human
achievement, we’re either at (or rapidly approaching) the Fourth Generation of development.
Click here for an illustrated explanation.
The Fourth Generation represents a breakthrough to the complete concept… the Big
Picture. It’s a departure from the previous three generations. It’s the direct
result of lateral thinking. It’s where the realisation dawns that, even though
each generation has delivered significant increases in efficiency, there’s
been little or no corresponding increase in effectiveness.
So we step sideways and look back, past the second and third generations, to rediscover
what it was that we originally set out to achieve – which, as often as not, has become
lost in the quest for greater efficiency.
Efficiency is a desirable quality. It means doing things right.
But the secret of success, in any aspect of life, lies in doing the right things
for the right reasons. Effectiveness means doing the right things, not
just doing things right.
The Fourth Generation is where we discover the right things to do, and the right
reasons for doing them (our original motive)… and then do them right. So it’s the
best of everything, and it produces very different results in very different ways.
Fourth Generation Selling™ applies these breakthrough concepts to the
art and science of selling — and transforms it into a simple, controllable process
that requires
- NO emotional manipulation
- NO attempt to control prospect behaviour
- NO deception or evasion
Nor any of the other undesirable, integrity-destroying methods so commonly employed in selling, and that give it such a despised reputation. It relies for its unprecedented success on the concept of removing fear from BOTH ends of the transaction by putting both ends in control of their respective decisions.
Once the principles and techniques of Fourth Generation Selling™ are understood and applied, practitioners typically experience a rapid rise in their results, and a corresponding drop in the stress they experience.
As a major bonus, their self-esteem soars.
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