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Selling Above and Below the Line by William Skip Miller

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CHAPTER 14

The “How” of Controllingthe ATL Sale

The theory of why you need to split the ATL and the BTL sale is now becoming obvious. The “how” of getting this done is another thing. By using some of the tools and ideas in this chapter, you will feel better prepared and more confident in your approach.

ATL ENERGY: FINDING ADDITIONAL TRAINS

Another way to create energy in a deal is to hunt for multiple Trains. There are numerous ways to do this; one of the best is to trumpet email to all other execs, telling them what you are working on and its expected benefit, and asking if they would like to be involved. This is really effective when:

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