When people buy an ice cream cone, they don’t buy a lump of fat and sugar. To the ice cream lover, a delicious cone is a spirit lifter, stress buster, or hunger reliever. When your prospect buys your product or service what emotion are they buying? While you may be providing perfectly practical benefits, selling […]
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William James, the father of modern psychology, taught us that the number one need of human beings is not to understand but to be understood. You will be enormously successful if this is also the number one need that you fill in your selling process. Your prospects will not be inclined to listen or care […]
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They really are. Before you jump me in an attempt to justify yourself how your business is different and somehow unique, hear me out. The emerging market forces of technology, competition, globalization, regulation and consolidation ensure that few products are truly unique for very long. These same forces have become the Driving Forces of Commoditization. […]
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