CONTENTS
SECTION I CREATE VALUE: The Differentiation Conversation
2 Speak to Situations, Not Dispositions
3 Unconsidered Needs Drive Unexpected Opportunity
4 Keep Your Claims Limited and Focused
5 Whiteboard Conversations Versus PowerPoint Presentations
SECTION II ELEVATE VALUE: The Justification Conversation
6 Overcoming a Fear of Heights
7 Know Me Before You Meet Me: Developing Customer Insight
8 Financial Statements and ROI
SECTION III CAPTURE VALUE: The Maximization Conversation
11 The Conversation Before the Conversation
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