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The CustomerCentric Selling® Field Guide to Prospecting and Business Development: Techniques, Tools, and Exercises to Win More Business by Gary Walker

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Chapter 1GETTING THE MOST OUT OF THIS FIELD GUIDE

Why a Field Guide?

If you are like many sales or business professionals, this is not the first business book you have had your hands on. However, it may be the first business field guide you have encountered.

Personally, I have gained much from reading the ideas expressed by authors in many fine professional books. Often they give me new ideas to consider as I’m relaxing on an airplane or feeling contemplative. But generally speaking, it is a one-way affair, with the role of the reader simply being to read the words neatly arranged on the pages and having to figure out how to implement the ideas the book’s author suggests.

Field guides are different. They aim to strike a partnership with the reader ...

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