Lessons From The Souq

13 October 2021

“I got you!’ – Mohammed, Aleppoean Market Trader (2011)


In this extract from his book: Selling Transformed, Dr. Philip Squire examines how techniques passed down the generations in ancient trading centers are still relevant today. It draws on Sales Psychology and the pressures of time when it comes to Sales.

It is an insightful story of Philip’s time in Aleppo, Syria, 6 months before the civil war started. It focuses on how he interacted with a market trader called Mohammed.  The skills are learned through generations of family experience and then honed through practice.

It asks the questions of what extent are the sales practice of today reflective of the arts and science practiced for many years by these Aleppoean traders? How are the pressures of trading in the modern world influencing our ability to sell effectively?


This article first appeared in the September 2018 edition of the International Journal of Sales Transformation. Reproduced by permission of the International Journal of Sales Transformation. ©2018. www.journalofsalestransformation.com


Photo by Annie Spratt on Unsplash

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