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Table of Contents

Foreword xi Preface xix Acknowledgments xxix Part I: "What We Got Here Is a Failure to Communicate" 1 The More You Sweat, the Less You Sell 9 2 Nobody Buys a Value Proposition 31 3 You've Got to Get Your Mind Right 53 Part II: Taking It to the Street 4 Earning the Keys to the Elevator 83 5 Diagnosis Trumps Presentation Every Time 107 6 Cutting Through the Smoke and Mirrors 131 7 It Doesn't Pay to Surprise a Corporation 159 Part III: Breaking Away with Exceptional Credibility 8 "Show Me the Money" 187 9 Connecting at the Level of Power and Decision 209 Epilogue 229 Index 231

About the Author

Jeff Thull is a leading-edge strategist and valued advisor for executive teams worldwide. As President and CEO of Prime Resource Group, he has designed and implemented business transformation programs for companies such as Shell Global Solutions, 3M, Microsoft, Siemens, Citicorp, IBM, Raymond James, and Georgia-Pacific, as well as many fast-track start-up companies. He has gained a reputation as a leader in the area of sales and marketing strategies for companies involved in complex sales. He is an in-demand public speaker who has delivered more than 2,500 speeches and seminars. Thull is also the author of The Prime Solution and the Wiley title, Mastering the Complex Sale. For more information, please visit


"I am a Jeff Thull fan...Jeff's book has something profound to teach each of us- starting with me!"- Tom Peters, author of Re-Imagine!: Business Excellence in a Disruptive Age

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