INTRODUCTION

Turning the Unpredictable into the Predictable

Just as we were putting the finishing touches on this book, we had the opportunity to interview the highest-performing account executive at a high-growth, business-to-business (B2B) technology company. Our conversation with her went like this:

“Let’s schedule an hour-long block so that we can observe how you prospect.” We began this way because we like to watch people in action. (If you ask people to tell you what they do, they tell you what they think you want to hear. If you ask people to tell you what they did, they tell you the good parts and skip the bad.)

“Uh . . . well . . . I don’t actually do any cold prospecting anymore,” she replied.

“Really?”

“Yeah. I did when I joined a ...

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