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Winning the Customer by Lou Imbriano

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CHAPTER 9

DON’T SPIKE THE BALL ON THE FIVE-YARD LINE

Now that you have the road map to revenue, you’ll want to steer clear of some wrong turns that are easy to take once you’re on the road—even with good directions. None of what we’ve talked about so far is brain surgery; if it were, I wouldn’t be the one giving the advice. We’ve continually reinforced the discipline required for generating incredible revenue because we’ve seen so many deals and relationships crumble down the line. It’s not always easy to follow through, so in this chapter, we’re going to help you refine your focus so that you can cash in for yourself and your organization.

Every Sunday in the fall across the United States, football teams take to the field with two goals in mind: ...

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