Opening Is the New Closing

In the chapter on prospecting, you state that opening is the new closing. Explain the more difficult commitment to get now is the commitment for the first meeting. The ability to open a new opportunity ends up being a greater commitment and a more difficult one to gain than the commitment to actually buy. We've done a really bad job giving our prospective clients sales people who really couldn't create any value. So we're paying for the sins of all the salespeople that have gone before us.