There is quite a bit that has to happen in the beginning part of a sale—doing homework, qualifying and disqualifying a lead, understanding BTL and ATL outcomes. However, you are now past the first stage and are ready to go to Stage 2, where education happens, and so does The Split—the separation between what goes on above the line and below the line.
Once a lead has entered Stage 2, the overall goal is mutual education. A two-way education process has begun, in which the buyer really has to understand what the salesperson and his company is selling, and the salesperson and team has to understand what the real needs are of the prospect, now and into the future.
This two-way education process is very ...