CHAPTER 8
Simplifying Your Selling
We compete in a complex world where our customers are buried under an avalanche of messages from an ever increasing number of sources, including salespeople like us who are trying to capture just a sliver of their time and attention.
Not only has it become exceedingly difficult for any company to establish and maintain meaningful product differentiation, it has become harder as well to establish meaningful sales differentiation. In the eyes of our prospects, all salespeople look increasingly alike.
As discussed in Chapter 1, this means that the first line of competitive differentiation for any company is not what product or service they sell, but how they sell their product or service. It’s how you sell that ...
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