One of the fundamental fallacies that I’ve observed in selling is the idea that information is the key reason people buy from us. I have watched the sales people, sales engineers, techies, and executives I coach share with their prospects how great their technology/process/approach is, how superior their features and benefits are, how the speeds and feeds are this and that, and continue with a litany of details about the product or service in question. It is as if they believe the information has some magic ability to cause the prospect to buy. It isn’t so!!!
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What you DO vs. What you CREATE
I had an interesting conversation yesterday that really illuminated the distinction between the work that we do versus the value of that work to our customers. I was discussing a potential new project with a large customer – a global consulting and outsourcing firm. We got to talking about a competitive vendor who may also be considered for doing the project – a much larger and more established firm with deeper reach into my client (and with cheaper prices).
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