CHAPTER 7Offer: The Third Law of Engagement

What you’ll find in this chapter:

• The Decision Cycle

• Why offers work

• Content and the Engagement Ladder

• Be a dolphin in a sea of sharks

• Paul’s Engagement Ladder

• Completing your Engagement Template

• Paul’s offer hooks a customer

More than 3 billion searches are conducted online every day, and that number is increasing exponentially. Among those 3 billion searches are business buyers looking for solutions to their problems. In fact, today those buyers will be nearly 60 percent through their purchase Decision Cycle before they even have a conversation with a sales rep.1 That’s why the key ...

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