Chapter 10
Align to Key Stakeholders
The Sales Expansion Loop: Social Capital—Competition and Value
COMPETITION AND INFLUENCE
In every project, the people in your target opportunity will either stay on the fence and let others choose who to buy from or they will take sides and shape the outcome. Some will want change; others will want things to stay as they are. Some will want an external supplier; others will want to build an internal solution. Some will want you to win; others will want your competitor to win.
Allegiance
When you’re selling, you need to know which way people are leaning so you can direct them in your favor. You must question ...
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