In Chapter 19 of 19 in his 2010 Capture Your Flag interview with host Erik Michielsen, education entrepreneur and Global Campus (www.globalcampus.com) founder Maurizio de Franciscis shares how to sell customers a product that does not yet exist. He prioritizes providing prospective clients a visible representation, as he finds this builds credibility and overcomes objections. He pairs this with a clear understanding of facts, story, and needs analysis. Before founding Global Campus, de Franciscis worked at General Electric. He graduated from Università degli Studi di Roma – La Sapienza – and earned his MBA from INSEAD.
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