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Selling Above and Below the Line by William Skip Miller

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CHAPTER 5

Understanding ATL Energy

A sale is driven more than by just needs. For instance, many salespeople are concerned about their prospect’s “sense of urgency.” They can tell when a sale has that urgency, or energy. It’s important since without it, deals tend to run out of energy, or get put on the back shelf.

Energy in a sale largely comes from the ATL exec. Now that you have understood a bit about the ATL buyer, let’s tap into selling to them. As you can imagine, using BTL messaging and presentation materials is not going to work on the ATL executive, and definitely not work to get you the energy you’re going to need to engage the prospect’s sense of urgency.

CAPTURING THE ENERGY OF A SALE

Aristotle described pain and pleasure as very ...

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