This book is about winning competitive business in a me too market and Iannarino refers to the 'red ocean' - when you're competing against someone whose product is similar to your own and where it's a zero some game i.e. they lose, you win. 
Chapter 7: 'Building Consensus Horizontally and Vertically'. 
This chapter talks about a sales pitch where you've got different decision makers involved in the process to get your product/solution signed off and the interrelationship between those people. 
Chapter 8: 'Finding a Path to a Deal' 
More often than not, most deals follow a path. Maybe not a grooved path that others have walked on, but they still follow a path. 
Chapter 9: 'Creating a Preference' 
This opens part 3 of the book and is one of my favourite bits of the book. 
His opening line in each chapter is excellent and this one is no exception: 'We often forget that the act of selling is about creating a preference to work with us instead of our competitor' well said. I think a lot of people we interview forget that - you're in the business of persuade the customer to do something that they might not have done without you. 

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