CHAPTER 9Shifting the Herd: The Enterprise Sale
Change does not happen from the top down, it happens from the bottom up.
—Barack Obama
How Enterprises Change
In Chapter 5, we explored why it’s so difficult to influence people to change: change is slow, and it requires struggle. Influencing enterprises to change is even more daunting. Instead of trying to overcome a single person’s natural resistance to try a new way, we’re challenging the status quo of a large organization made up of an untold number of individuals, in a variety of silos, most of whom we don’t even have direct access to.
In Solution Selling and CustomerCentric Selling, we taught sellers “California selling”: “Call high, stay high.” A key element of our qualification model was ...
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