CHAPTER 4

Navigating Your Way to a Yes

I believe in four simple things: be confident, ambitious, work hard and trust yourself, and you will achieve what you want.

—Hasnain Noorani, Pride Inn

In the previous chapters we discussed how entrepreneurs can identify their target audience and assess whether their idea or product fills a need within that market. The next step is to engage stakeholders, demonstrate the value of what the entrepreneur offers, and achieve buy-ins. This is the initial phase of the engagement process, where entrepreneurs reach out to their leads and pursue those that show interest. It is a time of making calls (we will explain the difference between cold and warm calls in a bit), managing gatekeepers, getting appointments for ...

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