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They help to support our arguments, enable us to build our business cases and they shine light on new opportunities and emerging market segments that hold potential for our offerings. CK’s B2B Blog , June 8, 2010 I recently ran across a positively terrific article on WOM penned by McKinsey’s Jacques Bughin, Jonathan Doogan and Ole Jørgen Vetvik. What works with crazy-busy prospects — the topic of SNAP Selling , my #1-ranked Amazon sales book.

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