This excerpt from "True Sales Results" by Steve Crepeau focuses on the danger of becoming "Column Fodder" in enterprise sales. This refers to a situation where a vendor is included in a customer's spreadsheet-based evaluation alongside other competitors, with their strengths and weaknesses listed in rows. Crepeau argues that being "Column Fodder" is a waste of time and resources for both the salesperson and their company. He outlines five strategies for avoiding this fate, all centered on proactively qualifying the opportunity, securing access to key stakeholders, and ensuring mutual respect in the process. These strategies emphasize the importance of recognizing a level playing field, challenging assumptions, and refusing to be treated poorly, even by large corporations. Ultimately, the goal is to avoid being merely a line item on a spreadsheet and instead secure a genuine opportunity for success.