Rule of 24 (Second Edition)

"Rule of 24" explores how the evolving landscape of client engagement—accelerated by the COVID-19 pandemic—has reshaped B2B sales strategies. Drawing on pre-pandemic research and post-pandemic trends, the book highlights the increasing importance of virtual interactions, web tools, and adapting to more demanding, educated buyers. It emphasizes the need for sales professionals to embrace these changes to remain effective in a transformed marketplace, warning of potential consequences for those who resist the shift.