{"product_id":"the-revenue-locks-joe-collins-9798267274371","title":"The Revenue Locks: Unlock Your Unfair Advantage to Close Must-Win Deals","description":"\u003cb\u003eWhy do three out of four deals still slip away?\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003e\u003cbr\u003eMost 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. The problem is that buyers run a defense system long before your team starts selling. \u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cp\u003e\u003ci\u003eThe Revenue Locks\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e\u003cb\u003eInside, you'll learn how to: \u003c\/b\u003e \u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cbr\u003e\u003cli\u003eSpot why opportunities stall or go dark\u003c\/li\u003e\n\u003cbr\u003e\u003cli\u003eReach executives instead of getting stuck in the middle\u003c\/li\u003e\n\u003cbr\u003e\u003cli\u003eReplace fake urgency with the real pressures buyers already face\u003c\/li\u003e\n\u003cbr\u003e\u003cli\u003eTurn fragile claims into compelling buyer victories\u003c\/li\u003e\n\u003cbr\u003e\n\u003c\/ul\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003eDrawing 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 later advised 240 enterprises worldwide before founding \u003cb\u003eACES Growth\u003c\/b\u003e. His work has trained 14,000 professionals and shaped strategies for Fortune 500 firms. This book captures those lessons in a framework leaders can put to work immediately.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Joe Collins\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9798267274371\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Independently Published\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 09\/26\/2025\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 118\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.37lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.25d","brand":"Joe Collins","offers":[{"title":"Paperback","offer_id":47453071835391,"sku":"9798267274371","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_3fc23fed-272b-41d3-94d7-bcc8c1d29235.jpg?v=1761931756","url":"https:\/\/www.whiterainbookhouse.com\/products\/the-revenue-locks-joe-collins-9798267274371","provider":"WR Book House","version":"1.0","type":"link"}