Philip Squire is the CEO of Consalia, a multi-national sales consulting firm based out of London and author of the new book, "Selling Transformed: Develop the Sales Values which Deliver Competitive Advantage." On today's episode Phil suggests that a new paradigm for selling is required – one that is based on values and belief systems. He talks about the research that his firm conducted in countries around the world which found that customers continue to express low opinions of salespeople. And why values and character are not words that are used enough in sales.

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