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This chapter is from the book

It Will Work

We often hear the phrase “Your Backbone strategy sounds great, but it won’t work here.” Then buyers trot out all the reasons (I call these the usual suspects) why their own situation is so unique. I haven’t yet heard a reason or circumstance that won’t yield to a disciplined application of Backbone.

As we have demonstrated to our clients around the world, the Backbone strategy works just fine. In industries from commodity stone to high-value professional services, in a wide range of societies and cultures, we have seen Backbone adopted with great results. In the upcoming chapters, you’ll get some of the best sales and negotiating advice you’ve ever received.

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