In The Lost Art of Closing: Winning the 10 Commitments That Drive Sales, you will find one of the most powerful sales strategies for acquiring a first meeting with a prospective client. That strategy is the Trading Value Rule, which states that your cold call request for a meeting must include the value you intend to create for your client in the meeting. This rule underpins the strategy of gaining commitments to keep your deal and your B2B customer’s change initiative moving forward, shortening the B2B sales cycle. Without value, sales is broken.
