Logic or emotion.. which really sells
What's more important? What you know or how you think? Where do you place value- in the facts and figures clogging up your brain, or in the frameworks and perspectives you apply to your considerations of the world?
Plenty of people believe all they need to do is memorise enough data and they'll automatically be a success, especially in the world of sales and marketing. They take this data-oriented approach and they assault their prospects with it, attempting to convince them to buy, buy, buy because their product or service will do X-Y-Z.
Unfortunately these people are sorely misguided. It isn't what you know, it's how you think. Increasing the amount of raw information you throw out there may get you an extra sale or two, but changing the way you think about sales and marketing, reframing the process and aligning it with how your prospects think, will multiply your success.
Move Away From What You Know
And the first way you need to reframe your thinking lies in considering what, exactly, you're actually selling.
From a "what you know" approach to sales and marketing you'd argue you're selling a product or service with a laundry list of practical, measurable benefits.
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- Steve Jobs
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Cheers, Laurence.
Writer/Editor/Proofreader.
In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt
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