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The Customer’s MissionCost and Fear

Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover.

—MARK TWAIN

THE BIG IDEA

Cost and Fear are the discomforts that the prospect must overcome in order to make a purchase decision.

THE SALES INHIBITORS

In her classic book Feel the Fear and Do It Anyway, the late Dr. Susan Jeffers points out that fear is a mental process, and that it is a problem only if we give in to the idea that we are out of control. Her mantra of “I can handle it!” speaks to the sense of self-determination that we have at our disposal should we choose to ...

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