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SELL THE DIFFERENCE: Establishing your Unique Solution Value

Filling the Value Vacuum

Posted by Bob Apollo on Tue 23-May-2017

The precise proportions vary a little depending on what researcher you listen to, but the general conclusion is remarkably consistent: the majority of meetings with sales people generate little meaningful value for the potential customer. They often turn out to be a complete waste of their time.

A big part of the explanation can be found in studies that conclude that customers value business expertise four times more highly than product knowledge but that the average sales person is four times more comfortable discussing product details than having a business issue focused conversation.

Given this imbalance, perhaps it’s no wonder that it has become so difficult to persuade a prospect to accept an initial phone call or a meeting, or to get them to agree to advance beyond the initial stages of a sales interaction. They simply don’t see the value in spending any more of their precious time...

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