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What is the cost of the problem that your solution removes?


Many salespeople need to re-read that line before it begins to sink in.

 What is the cost of the problem that your solution removes?

Having a problem is not enough—the prospect must have a cost associated with not having your solution that is considerably larger than the price associated with acquiring it for them to even consider talking with you. Being able to ascertain that your solution will remove enough cost—in hard dollars, soft dollars, in efficiency, productivity, safety, morale and however else they measure it—is essential to being able to demonstrate the value of your solution...


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