CHAPTER 9Setting Expectations

This chapter is all about establishing the ground rules.

What are ground rules, and what do they have to do with enterprise selling or any kind of selling? Think of what happens before a baseball game or a boxing match. The umpires or the referee meet with both sides. There’s an important discussion that happens before the first pitch is tossed or the first punch is thrown. The purpose of that preliminary discussion is to review what’s in bounds, what’s out of bounds, what special rules apply, how the winner of the contest will be determined, and how special situations will be handled. Everyone agrees about the ground rules before things get started in earnest.

Something similar happens when a professional salesperson ...

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