Companies need to grow profitably in order to survive. Stagnation or decline is never good for business. As they grow, adapt, take the lead, firm up, protect, and strive, companies are always moving. If a company isn’t moving, like a shark it will surely die.
Companies also need to buy and sell, and when one company is buying, one is selling.
However, selling to a company is not always simple. As we saw in Chapter 1, smart salespeople sell two different value propositions, or outcomes. And they treat them as distinct outcomes, since that is how the customer sees them.
In a graphic illustration of these two value propositions, I insert a line between them. The BTL Outcome—Outcome #1—is below ...