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In the book ( SELL IS HUMAN , DANIEL PINK), Part 3 ( Ch 7,8,9) How do the concepts of listening to offers and improvisation

In the book ( SELL IS HUMAN , DANIEL PINK), Part 3 ( Ch 7,8,9) How do the concepts of "listening to offers" and improvisation affect dental industry? Which firms excel at it? Which firms need work? Why?

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