Reading between the lines

Every time the customer tells you something, what is the customer actually trying to say?

  1. We have to specific budget or we just want to know how much it will cost.

What is the customer really trying to say here? From experience, most of the time it just means that they’re looking for a solution based on price. Something cheap and easy. Not something “future proof” and “complex”.

2. We don’t see a significant difference between yours and competitor’s solution.

Again, you have probably lost or are on the backfoot at this point and they have now commoditized your solution. The only way around this is focusing on your solution’s value and giving the customer a great Sales/Buying experience – by demonstrating thought leadership and establishing credibility, i.e., teaching them new things.




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