Board Converting News, September 27, 2021

Three Deadly Cs (CONT’D FROM PAGE 32)


Prepare And Equip Your Team You have certainly felt the Three Deadly Cs. If you want to stay relevant in today’s accelerating world, you must find a way to conquer them. If you have answers for any of the following questions, you’re off to a good start: • What is the real reason prospects should choose you? • What would you say to a high-level decision-maker to get a meeting with her next week? • What group priority can you unite a committee around? If you can’t answer these, and you don’t take action, you face a future of fulfillment. Your sales team will exist to produce quotes when asked and will win when they’re the lowest price. The alternative is a future in which your team is provid- ing real value. One where you’re helping prospects elimi- nate threats and solving emerging challenges. When you win back your access and influence, it’s a much happier and financially healthier place to be. Jesse Laffen is a co-author of The Priority Sale: How to Connect Your Real Impact to Your Prospects’ Top Priori- ties, and a partner in Revenue Path Group, where he helps B2B sales companies prepare and equip their teams to sell the way modern prospects buy. For the first steps you and your team can take right now, visit www.thepriority-


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September 27, 2021

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