Every prospect that you have ever seen in the past or will ever see in the future has had the same question in their mind. Ninety-nine percent of the time they never ask it, but if you lost the sale it is likely you never answered it to their satisfaction. To successfully close new business you MUST answer this question: Why should I do business with you instead of your competitor?
If you don't have that answer on the tip tongue right now as you read this, I guarantee you are losing business because of it. The answer to that question is your "competitive advantage" and if you don't have one, don't know what it is or can't articulate it you are losing business to the people who can articulate it.
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