Power Sales Writing, Revised and Expanded Edition: Using Communication to Turn Prospects into Clients, 2nd Edition

CHAPTER 13USE THE LANGUAGE OF BUSINESS TO DRIVE PROFITS

A brand is a set of differentiating promises that links a product to its customers.

—STUART AGRES

Even when you sell to the decision maker, you may not actually be selling to the decision maker. The power behind the throne can be deceiving.

Let’s say that the meeting professional is responsible for selecting the meeting destination and venue, hiring speakers, and booking the off-site meeting activities. Let’s also say that you sell for a hotel, are a speaker, or provide destination management services, team-building activities, or food, fun, or beverage options. You have connected with the ABC Corporation’s meeting planner, and she seems interested in working with you. Your prices are ...