Can you imagine that to be a really great company all you have to do are 12 things very well. This is the premise of Chet Holmes book, ‘The Ultimate Sale Machine.” If you haven’t read it, I highly recommend it. He takes a back to basics approach to growing a company, and in particular, a sales organization. His emphasis - it’s not about knowing 4,000 techniques; it’s about knowing 12 things and practicing them 4000 times.

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