The Hidden Buyer
How to protect yourself against the unseen enemy
The meeting ended with smiles and handshakes but the next day
you learned the truth. You had lost the deal.
What went wrong?
One possibility is your proposal. Most of us are pretty good at
selling. We do it face to face. We do it over the phone. Some of
us are even fairly talented at selling in letters. But how many
of us sell in our proposals?
Sell in proposals? You might have heard me lecture that
proposals should contain no surprises and that they should
summarize the agreement that was already reached by the parties.
So where does the selling come in? It comes in with the hidden
buyer