Sell what you have

You can only sell what you know you have. Selling an aspirational product or service is fine if you can ultimately deliver.

Unfortunately, it’s likely you’ll miss the buyers’ aspirations. Unless you know EVERY buyer’s expectation in an organisation it’s unlikely you’d be able to satisfy every single one of them.

You’re relying on people in buyer’s business to sell on for you. Do they know the product or service as well as you? And do they have enough social and hierarchical influence to make you look good?

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