Chapter 1

Beyond the Sales Funnel

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The Sales Expansion Loop

My preceding book, Selling to the C-Suite (McGraw-Hill, 2009), demystified why executive buyers single out some salespeople to be Trusted Advisors but give others the ejector seat. The book was based on a decade of research in bull and bear markets, and it reported what leaders across industries and cultures said about how, why, and when they get involved in their company’s large purchasing projects.

And with so many people struggling through a financial crisis at the time of C-Suite’s publication, it hit a chord. I was invited to keynote at sales conferences across North America, Latin ...

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