Fight Shrinking Profit Margins with "Attribute-Based Selling" - Del Ross, McKinsey & Company

Del Ross is a longtime industry expert, innovator, and leader who currently serves as Senior Advisor with McKinsey & Company, the top global strategy consulting firm. Before that, he led sales and marketing for IHG in the Americas, delivering $12 billion dollars in annual revenue for IHG worldwide - drawing from his earlier experiences at IHG leading e-commerce and distribution. On top of that, he's investing in hotels personally now, so he understands the industry from so many perspectiv...