CHAPTER FOUR

Executing Your COMBO Strategy

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“To hell with circumstances, I create opportunities . . . The successful warrior is the average man, with laser-like focus.”

—BRUCE LEE

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INSIGHT, CHALLENGER, AND SPIN CAN ALL BE APPLIED FOR top-of-funnel activities, but most people are focusing on deals already under way. The key to landing a meeting is the relevant insight that hooks the prospect into talking with you. Are you challenging how they see their business and reframing commonly held beliefs? You must ask the right provocative questions in outreach ...

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