Question: ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to

ScranTone is a paper mill and supplier serving the Upper Midwest. Since the commercial paper market is saturated, the only room for growth is to expand existing accounts or to win over competitors' accounts. Kevin Salazar is a sales representative who has gotten another meeting with the purchasing agent for the copy centers at a large university system. The purchasing agent has been buying from ScranTone's main competitor for three years. Kevin met with the purchasing agent two months ago but was unable to make a sale.

How can Kevin make his presentation strategy more persuasive than technical, to appeal to the buyer's emotions?

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To make his presentation strategy more persuasive and emotionally appealing Kevin can focus on the following tactics 1 Tell a Compelling Story Begin t... View full answer

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