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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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Afterword: The Last Mile

You’ve learned that a sales process isn’t enough if you’re going to win in today’s world. You need to master three distinct, but related, conversations: Differentiation, Justification, and Maximization. To apply the techniques you learned in each section effectively, there is one more discipline that you need to apply: You need to understand the mindset that will allow you to be most effective in these conversations. There are three specific mindsets that you need to change if you are to be successful.

“I Sell by Being a Trusted Advisor”

If you were to sit in on the Differentiation workshops that we’ve delivered to tens of thousands of people each year, you would hear a common objection to the Differentiation approach ...

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