What's the secret to business success? If you're like most business leaders, you'd say it's fundamentally about relationships and you'd be wrong. The classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. Written by Mauro Berno, CEO and founder of Foundcoo , LEAD THE WAY is essential reading for anyone involved in Marketing, Sales or managing a sales force. In LEAD THE WAY you’ll learn exactly how to design a smarter, healthier and more effective way to work and this will be a foundation to make sure that you are growing your business. No matter what your product or service, If you do it correctly, not only will you attract more customers, but you will also retain more of the existing ones. This book will help you reframe how your product or service is presented to the world, in order to meaningfully connect with people who want it.In this groundbreaking new book Mauro employs his signature blend of insight, observation, and memorable examples to teach you:The art of positioning and grow your business.The best way to achieve your marketing and sales goals.How to get new customers, clients, or patients and how to make more profit from existing ones.Why the old approaches to advertising and branding no longer work.A simple step-by-step process for creating your own personalized marketing plan.Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses.How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money.How to shadowing competitors and make yourself the only logical choice.