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Launching New Products by Paul Sowyrda, John Westman

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CHAPTER 4

Messaging, Professional Selling, Raving Fans, and Customer Development

One can never consent to creep when one feels an impulse to soar.

—Helen Keller

Do not follow where the path may lead. Go instead where there is no path and leave a trail.

—Muriel Strode

Introduction

The new product launch needs to develop messaging, professional selling basics including the sales approach, negotiating techniques, and closing techniques and provide the details on best practices for the new product to the sales team. There needs to be a systematic plan to develop customers and create raving fans.

Messaging

You’ve got to be believed to be heard. To get your message across, you must first make an emotional connection by appealing to the first brain ...

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