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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The “Truth” is Irrelevant in Sales
The truth is irrelevant in sales. So are the facts. For the most part, all of the “information” we’d be inclined to focus upon conveying is pretty much irrelevant. Why? Because from the perspective of the buyer, all of our (the vendors’) so called truths, facts and info sound fundamentally the same. Even when we DO achieve some strategic or tactical advantage over our competitors, it only lasts a short time before their marketing department and their smart sales people figure out how to counter our claims. And the buyer is left wondering “Who’s really telling the truth?”
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