The Revenue Locks

Unlock Your Unfair Advantage to Close Must-Win Deals

von Joe Collins

118 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Why do three out of four deals still slip away?

Most revenue teams accept a 25 percent win rate as normal. In any other part of the business, a 75 percent failure rate would spark a crisis. The problem isn't weak solutions. It's that buyers run a defense system long before your team starts selling.

The Revenue Locks reveals the four barriers that stall deals: Relevance, Impact, Difference, and Urgency. Instead of treating these as goals to push, Joe Collins shows why they are locks already engaged in the buyer's brain. You don't create relevance or urgency. You remove the locks that block them. This shift explains why "good selling" still fails, and what it takes to actually move deals forward.

Inside, you'll learn how to:

- Spot why opportunities stall or go dark- Reach executives instead of getting stuck in the middle- Replace fake urgency with the real pressures buyers already face- Turn fragile claims into compelling buyer victories

Drawing on 25 years in finance and revenue leadership, Collins combines psychology, data, and field-tested execution. He began in finance, moved into frontline sales as a top performer, and advised 240 enterprises worldwide before founding ACES Growth. His work has trained 14,000 professionals and shaped strategies for Fortune 500 firms. This book puts those lessons in a framework leaders can use immediately.

Want to see the ideas in action first? Watch Revenue Questions, Joe Collins's YouTube series, where he breaks down the buyer defenses behind the deals you're losing, one question at a time.