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A recurring theme in this book is that there’s someone else out there that you need to bring in at this very early stage. It’s the person (or persons) to whom you are pitching. They too will have something to gain from the outcome of the pitch. This is the source of the desire you hope to create. You just need to find out, very precisely, what it is. This chapter is about how to check out the individuals on the buying team, and what you can infer from their professional behaviour to date.

Part of my work involves assessing ‘lost pitches’ on behalf of clients, during which I get to hear at first hand from the buyers how they think the pitch ...

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