The Sales Hourglass is about taking customers and prospects on a journey they weren’t aware they were going to travel. I’m talking about a dramatic shift in the sales process. It’s not about tricking the customer or wasting their time; quite the opposite. It’s about making sure they arrive at the most helpful destination of all. If we look at our job like we are going on a journey with our customer, instead of simply leading them, it can really make the entire sales process quite a remarkable one.
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