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iv NO B.S. Guide to Selling Your Company for Top DollarCONTENTSChapter 2My Story of Selling My Company . . . . . . . . . . . . . . . 17by Dan KennedyNormal. Customary. Standard Terms., 20CHAPTER 3Who Buys Small Businesses and Mid-Sized Companies? . . . . . . . . . . . . . . . . . . . 23by Dan KennedyCHAPTER 4Built to Sell MARKETING . . . . . . . . . . . . . . . . . . . . . . . 35by David Melrose6FLHQWL%u00c0F%u00030DUNHWLQJ%u0003&UHDWHV%u00039DOXH%u000f%u0003%u0016%u0019%HLQJ%u00030DUNHWLQJ%u00032ULHQWHG%u000f%u00039(5<%u00030DUNHWLQJ%u00032ULHQWHG%u000f%u0003%u0016%u001aCHAPTER 5Built to Sell SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39by David MelroseNothing Left to Chance, 41Sales Management by (Realistic) Objectives, 43:KDW%u0003'R%u0003
