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.


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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