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This article outlines the advantages and disadvantages of four different styles of sales techniques: the assertive style, the influencing style, the reliable producer style and the competent critic style. The assertive style uses confrontation to sell a product. Its forceful style is useful when all other methods fail, but it can lead to burnout among sales personnel. The influencing style is used by charismatic people that enjoy tackling new territory, but these people often overlook detail and don't like to go over ground that they have already covered. The reliable producer never makes waves, and builds excellent long-term relationships. The unfortunate flipside to this is that this salesperson won't bring many new leads. The competent critic likes to make sure every detail is scrutinized, and for this reason is very technically competent. The limitation to this style is that the salesperson works well with quantifiable results, but working with people is foreign and uncomfortable to them.