Selling Above and Below the Line

Index

Above the Line, see ATL… entries

action information, 67

American Automobile Association (AAA), 158

analogies, 204–205

ATL/BTL selling

implementing, 210–219

The Split in, 18–20

time frames in, 225

see also specific topics and stages

ATL buyers (Fiscal Buyers), 36–48

ATL numbers from, 140

BTL buyers in meetings with, 149

and Cause and Effect Split, 20–21

concerns of, 19, 20, 22

education and validation for, 185–187

encouraging decision making by, 205–209

energy of, see ATL energy

fear factor for, 39–41

goals and initiatives of, 37

homework for, 79–80

“I get its” for, 177–179

and Level 3 purchasing, 35

motivators for, 41–44, 50

outcome important to, 12

personal wins for, 35

Quantified Cause for, 129–130, 177–178

Quantified Solution for,