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Selling Above and Below the Line by William Skip Miller

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CHAPTER 4

Know Your ATL Buyer

The C-suite is where the energy is, where the money is, where the decision is. The problem is that most salespeople don’t know what to do when they get there.

The Above the Line (ATL) buyer has a value proposition that most salespeople don’t address. This chapter will help you understand what you are leaving on the table, and how you can address the ATL value proposition.

The ATL buyer is coming at the problem from a fiscal point of view, an investment point of view. Whatever they invest in must have an ROI. It must contribute to something that brings value to the company and their own initiatives.

Think about the department head the BTL works for. No doubt she has different goals and problems than the people she ...

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