In last month's column we detailed the three psychological states that benefits buyers find themselves in, especially the one you want to lead a buyer to - "satisfied." If you missed my last column, you may want to pick up a copy of the February issue of EBA or read the digital edition on the EBA website,

This month, we'll look at how to get a buyer from "dissatisfied" right to "satisfied" - and get an AOR as a result.

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