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The Opening Playbook: A Professional’s Guide to Building Relationships that Grow Revenue by Andrew Dietz

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 15

RUN, PASS, KICK

Coach’s Commentary

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The difference between a tactic and a campaign is the difference between a single play on a football field and an entire season. Tactics are one-off, single-use methods; campaigns, in contrast, are systemic and ongoing. A campaign is a series of initiatives providing the venues for your consequential prospect conversations to take place. Campaigns are open-ended; tactics are closed-ended. Campaigns should always lead to consequential conversations.

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In pursuing your Opening Strategy, think campaigns, not tactics, ...

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