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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 7ENGAGING AT THE POINT OF NEED

People encounter “events” in their lives that represent change. Often these events require investment, major decisions, and changes in how a person or company operates. On a personal level, this includes leaving home to go to college, getting married, having children, buying a home or moving across country, putting kids through college, retirement, and so on. You can probably see how each stage or event equates to change—and very likely investment or expense.

The same is true in business. After all, businesses generally go through life phases just as people do. These phases include growing from a one-person bootstrap start-up to leasing a large facility, building out a management team, upgrading the management ...

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