Adaptive Selling to the Professional Services Market |
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Abstract: | Style flexing is the adaptation of communication style by the seller to enhance communication and marketing effectiveness. Client style categorization is an important and complex process. This study introduces the utilization of the Myers-Briggs Type Indicator in communication style categorization when marketing to service professionals. Applications of the MBTI in adaptive selling are discussed in the context of contacting, observing, and interviewing the client. |
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