The proprietary system calls for reps from Roush Fenway and IEG to sit down with potential sponsors and walk through a process of setting a specific objective and then tailoring the sponsor activity to meet it.

FORBES: Roush Fenway Racing Tries New Sponsor Pitch

This combination of teaching, tailoring, and taking control draws on constructive tension throughout the sales process.

FORBES: The One Kind of Sales Rep Who Does Best at B2B