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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