By The Book: Sales—the Lifeblood
September 16 @ 4:00 pm – 6:00 pm
Revenue doesn’t solve everything—but without it, nothing gets solved.
Sales isn’t just a department—it’s the engine that drives your entire business forward. Without revenue, even the best product, team, or strategy will stall. This chapter is about building a sales foundation that lasts—one rooted in real value, clear numbers, and a story worth buying into.
Are we selling something people believe in—or just something we hope they’ll buy?
You’ll get clear on what drives profitability, why cash flow is the true pulse of your business, and how to build once and sell again and again. But this isn’t about tactics. It’s about mindset. Great salespeople don’t just pitch—they lead. They cast a vision. They move people.
If you want staying power, you need more than a great offer. You need a machine that knows its numbers, protects its margins, and sells something bigger than a product. Let’s build that now.
Chapter 8, Sales—the Lifeblood, features the following 4 fundamental Rules:
— Rule No. 13: Know your numbers.
— Rule No. 20: Cash flow is king.
— Rule No. 38: Build once, sell forever.
— Rule No. 40: Sell the vision, not just the product.
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By The Book is the disciplined counterweight to Unscripted. Wednesdays. This is where continuous learning becomes a responsibility, not a slogan.
Each month, this CEO study group will work through The Executives Institute curriculum chapter by chapter—studying a focused set of Rules and the timeless business books behind them.
The room is intentionally small and peer-driven, allowing leaders at different stages to challenge, mentor, and sharpen one another through real experience. You’ll hear how the same Rule holds up across industries, ownership structures, and seasons of leadership—and where it breaks if misapplied. The goal isn’t agreement. It’s clarity, earned through reading, discussion, and thoughtful application—by the book.
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