“Lee, as usual, is exactly on point. His first book on differentiation is a must read because most company leaders don’t understand their clear differentiation and therefore sellers don’t understand. But his new book is even more essential because first meetings are going awry and sellers are off point coming into the conversation focused on the wrong things. Lee’s book focuses on planning to build credibility and trust and the only way to do that is for the seller to be prepared to bring value rather than a checklist of questions they need answered to get a deal qualified. Lee is imploring sellers to design a first meeting strategy that will earn trust. Leaders, read this book and make it happen.”
