Are You Winning or Losing?
Avoid Becoming Column Fodder
I think self-awareness is probably the most important thing towards being a champion.
—Billie Jean King
When you gain access to customers, you are focused on qualifying them, but your overall goal is to find opportunity.
It is crucial that you view opportunities with new customers with extra skepticism. I discussed the idea of “column fodder” in Chapter 2. As you consider these opportunities, you need to determine what category you are in. Knowing how the customer views you within the sales cycle will help you determine how to engage with the customer about a particular opportunity.