Think about the last sale you made. Now think about why you made that sale. Was it because of the superior quality of your service? Was it the technical wizardry of your engineers? The performance improvements you deliver to your clients? Or even your best-in-class after-sales support?
It wasn't any of those things.
How do I know? Because for most of my career, I've been in the buyer's seat—not that of the seller. I've signed off or influenced millions of dollars of corporate purchases. I've written RFPs and run beauty contests. And I've been pitched to (whether in an elevator or not) thousands of times.
And here is what I know: nine out of 10 buyers cannot really tell your offering apart from that of your nearest competitor (or two or three).
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