CHAPTER 13

SPECIAL TIPS FOR AND ABOUT SUBJECT MATTER EXPERTS ON SELLING SQUADS

Imagine you are an 18-year-old college basketball player and, despite limited playing time during the regular season, you are pulled off the bench and put into the national championship game, with 13 minutes left on the clock and your team down by nine points. If you’re Duke University’s Grayson Allen playing the final game for the 2015 NCAA Men’s Basketball Championship in his freshman year, you steal the ball from your opponent (who happens to be the national player of the year), sink a three-point shot, and get fouled, hitting both of your free throws. All in the space of 70 seconds. And in the process, you change the game’s momentum and turn a sure loss into ...

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