CHAPTER 7THE CRITICAL VALUE STATEMENT

Value Statement vs. Value Proposition

SOAR was created so that salespeople could make contact with decision makers and high influencers. As we began to teach SOAR, we discovered something startling: once salespeople made contact during the live dialing segment of SOAR, they didn’t always know what to say. That really shocked us. Of course, the salespeople said something, but what they said was usually not very compelling. (Part of the problem may have been that they were so surprised that they were able to reach who they wanted to speak to that it was a bit of a jolt when the person actually answered.) After the call, when the instructor would ask what happened and why the salesperson gave such a weak response, ...

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