In my experience, too many sales people simply take the value proposition given by marketing and restate it to the prospect. This is the worst use of a value proposition. If you are in Marketing and you enable your sales team this way, then you are not helping.
Read MoreIn Norman Maclean’s, A River Runs Through It, he tells a story of two brothers growing up in rural Montana and fishing the Big Blackfoot River in Montana. (The book is a lyrical and beautiful story, and I highly recommend the book over the movie.) In one passage, the older brother, Norman, after watching his younger brother Paul catch an enormous fish and being swept into the rapids, remembers….
Read MoreI bought a pair of hiking poles from REI for a trek across the Grand Canyon. I used them on a couple of warm up runs in the high desert on dusty hikes when I discovered that the locking mechanisms began failing. Was I a disappointed customer or a disappointed client? Marketers need to think about this question, “Do we have clients or customers?”
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