Selling Behind Enemy Lines
Peter Farrow
CEO/General Manager, Health Cooperative of Eau Claire

Group Health Cooperative of Eau Claire just closed a $22 million piece of business pitching in tough circumstances. They were selling against an entrenched incumbent in a process that was being managed by an outside consultant who was clearly favoring the incumbent. Listen to my interview with CEO Peter Farrow to learn more about the strategy they employed and how they turned this deal around to win it once and for all.

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