The white paper explores whether selling is an art or a science, concluding that it is best viewed as a management science. While artistic talent, such as emotional intelligence and creativity, plays a role, selling also involves scientific elements like structured processes and measurable outcomes. The Holden Four Stage Model of Sales Proficiency illustrates this, categorizing sellers into stages from "Emerging Sellers" to "Customer Advisors" based on their ability to balance customer and competitive dynamics. This approach helps increase sales proficiency, consistency, and scalability within organizations.

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