CHAPTER 17

Stages 4 and 5:Getting a Decision

The goal is now in sight—the end of the sales process and, hopefully, if you have stayed in control, a positive outcome for you.

A lot can go right or wrong in Stages 4 and 5, but based on all the work you have done so far, you should feel in control. Hopefully both the BTL and ATL buyers have taken ownership of your solution, and you have a better than fifty-fifty shot at this decision. But the truth is, the deal is yours to lose, and you can lose it, if you don’t pay attention.

There are ways you can stay in control at every step in the process and get feedback from the customer about whether they are serious (or not—which is just as important to know, and to know early) about going forward with ...

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