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Sandler Enterprise Selling: Winning, Growing, and Retaining Major Accounts by Brian Sullivan, David Mattson

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CHAPTER 7Engaging

In the SES program, participants are trained to develop an enterprise-focused, territory-specific 30-second commercial. This commercial builds on all the work you did in Stage One, and naturally follows the territory value propositions you created there. As the value/pain connection is integrated throughout the SES program, the 30-second commercial will grow more and more targeted. Right now, you’re developing a commercial for the territory as a whole.

SANDLER ENTERPRISE SELLING RULE

Use the first impression to create value.

Let’s go back to the territory value propositions you crafted when you were evaluating the market needs.

Remember the four value arrows:

1.   “When we have this [name the product/service] . . .

2.   “. ...

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