It’s not what you sell, but how you sell that matters. Your prospects need to know not only why to choose you over your competitors, but why they need to make a decision in the first place. Just about every move you make is copied by competitors, and buyers are too confused by all the complexity and confusion to make the best decision, often relying on price or just choosing to do nothing.
Selling conversations are your last bastion of competitive differentiation, so you better make sure they count.
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Tim Riesterer Tim is the co-author of Conversations That Win the Complex Sale (McGraw-Hill, 2011) and Customer Message Management: Increasing Marketing’s Impact on Selling (AMA/Thomson, 2006). |
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Tim Riesterer Tim is the co-author of Conversations That Win the Complex Sale (McGraw-Hill, 2011) and Customer Message Management: Increasing Marketing’s Impact on Selling (AMA/Thomson, 2006). |
Differentiating Your Message in the Tech Sector
