CHAPTER 4

“Wow, I See You Everywhere!”: Leveraging New Pathways to Reach the Prospect

Now that you have selected your most lucrative targets for net new business, the next step in Attraction is to engage those contacts in selling conversations. Before you do that, it’s critical that we take a step back to examine how the front end of the selling process has changed in the last few years. As you’ll see, you can’t just try to attract new buyers today in the same way you did a few years ago.

In recent years, buyers in the sales process have become increasingly educated, and with that, the sales process has undergone a transformation. The sales team has transitioned from leading the sales process to facilitating it, and understanding this change ...

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