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Being a good communicator is no longer enough in the competitive market of the 90's. Salespeople need to update their selling techniques to suit the times. The first step in this process is to move away from the "old school" styles of selling: the product demo style, and the pressure closing style. Today's competitive selling market is based on three critical components: competitive awareness--that is knowledge of what your competitors are saying, and tailoring your message to be unique; psychological awareness--flexibility in communicating to the customer to treat them the way they would like to be treated; and strategic positioning awareness--effective strategic positioning is based on your ability to answer the questions about your uniqueness and what makes you better than your competition.