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The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale by Cheryl Geoffrion, Conrad Smith, Tim Riesterer, Erik Peterson

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12     Pivotal Agreements

 

As business-to-business selling becomes more complex, the focus of traditional late-stage negotiating tactics is no longer relevant and therefore needs to shift.

It’s now about winning critical moments of truth throughout the sales process that change the nature of the opportunity, elevate the customer’s perception of your power, and change the context within which the all-important terms of the deal are negotiated.

To help you do all this, consider the concept of Pivotal Agreements.

The basic idea is to intentionally decide what you need from the customer during the buying cycle to get to your best and final outcome. Capturing maximum value is the result of your achieving a series of Pivotal Agreements all through ...

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