Chapter 4. The Sales Playbook: How to Energize Your Customers into a Million-Member Sales Team

Play #37: Give It Away

In typical style, our initial sales strategy went completely against convention. In a response that was becoming just as predictable, countless people told us that it would never work.

Historically, enterprise software companies sold their products for vast amounts of money according to a very defined system. Their process involved sending out white papers, visiting prospects in their offices, and delivering a highly customized demonstration. After months of work and several rounds of negotiations, the company closed a multilicense deal. The vendor collected the bill up front, leaving the customer carrying the entire ...

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