If you are still strategizing your marketing around solutions; you need to understand something; NO ONE CARES AND NO ONE WILL LISTEN. Why you say? Because we don’t think in terms of solutions, we think in terms of our problems. One group that really understands that; are hit men. They don’t say we have a solution for that; they say we can fix your problem. Do you see the difference? They don’t talk about their guns and the logistics of how they are going to do it; because it’s not important from their client’s perspective. They can fix the problem and that is all that matters. They closed the business with just the right amount of information; they did not lose the sale by talking about how great their “solution” is.
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