Chapter 13

Establish Your Proof

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The Sales Expansion Loop: Business Capital—Proof

Did you know that buyer psychology changes in each trimester of the sale?

Early in a sale, prospects are keen to define their needs and crystallize their vision. Sometimes you help them do this.

By the middle of the sale, the buyers’ focus moves to assessing the credibility and fit of potential suppliers, which is a subjective exercise that creates emotional favorites and factual frontrunners.

At the closing stages of a sale (as they get closer to staking their reputation on a decision), their internal compass rotates to a different concern you must satisfy: value ...

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