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The Three Value Conversations: How to Create, Elevate, and Capture Customer Value at Every Stage of the Long-Lead Sale by Cheryl Geoffrion, Conrad Smith, Tim Riesterer, Erik Peterson

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4     Keep Your Claims Limited and Focused

 

Now let’s talk about the claims you’ll make about your product in order to sell most effectively.

Just because you have expanded your prospect’s list of considerations by adding unconsidered needs during the process doesn’t mean that you have a license to add the kitchen sink to your product positioning claims for solving those needs.

Giving your prospects more choices and options is a natural instinct. Telling them about all the features and benefits of your offering makes rational sense. You think you’re “adding value” to your story and differentiating yourself from your competitors.

After all, how often have you heard the phrase, “Our differentiation is the depth and breadth of our product line,” ...

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