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Win Clients by Leading, Not Following

The Duct Tape Marketing Podcast

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Leading Conversations in Sales

This chapter explores the costs of agencies allowing clients to dictate sales conversations, stressing the importance of agency leadership for better closing ratios and pricing. It introduces a model of four key conversations aimed at transitioning from vendor to expert, while emphasizing a consultative approach in client interactions. The discussion also highlights the delicate process of qualifying clients collaboratively, balancing enthusiasm with professionalism to establish mutual value.

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