CHAPTER 16
Balancing Between theLines to Accelerate the Deal
Thought we were finished with Stage 3? No way! Stage 3 is complicated. As you learned in the previous chapter, you need to make sure both buyers validate their needs—not once, but twice. Each has separate needs, and you have to satisfy both. You need to win at both the ATL level and the BTL level to get a sale.
It’s at this stage that a few things can make or break the sale. They mostly revolve around energy.
ENERGY SOURCES
In Stage 2 and Stage 3, you confirm with the prospect that the company needs to do something different. The ATL buyer is motivated to change what he is currently doing, since what he is doing now is not getting him the results he needs. The BTL buyer needs to change, ...
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