A lever is “an inducing or compelling force.” Selling in a down economy is best handled through the use of levers. I recently discovered a lever with a material that has certain properties and uses that are not offered by the market leader in this space. The market leader has such a dominant position that most prospects are unaware of the alternate option. In talking to customers and prospects, the lever became quite obvious. Of course, discovering a lever is one thing, defining it within the marketplace is another. The work that now must occur is to translate the lever into the prospect’s world. Brevity is key. Real-world application is… Read More
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