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4min chapter
Overcoming Customer Indecision and Challenging Conventional Sales Wisdom with Matt Dixon
Positioning with April Dunford
The No Decision Loss of Sales
Mascale: I thought it was so fascinating, particularly because there's a lot of things that came out of that research that were really, really surprising. But just for folks that maybe haven't read the book yet, can you describe a little bit of the background on what your goals were for the research and how you actually conducted the research? Mascale: We recruited several dozen companies from across industry and asked them to send us all of their sales recordings over 18 months. And we collected two and a half million sales calls all told.
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