The I Owe U approach advocated in this book derives from the mental tool that we use to set meetings with buyers on the path towards trusted long-term relationships. Here’s how it works:
I is all about intent or aims. Explaining at the very start the reason why you are taking up your buyer’s precious time. The key here is to try to express what you want to do in terms of how it will help your buyer. Better still, link your intent to some research that you have undertaken into the buyer’s organisation or the industry. Which of the two openings below would you prefer to hear?
‘We’ve just released a new network server that delivers a 20% improvement in network processing time and a 200% increase in storage capacity.’
‘As you know, we ...