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It Practically Sells Itself!
With all the media buzz the other day about the new iPhone, I had to check it out. The online demos are amazing. Even a technophobe like me can figure out how to work it. I drool when I look at it. Clearly the iPhone is a category buster with its leading edge technology, visually appealing design and total user simplicity. In fact, it's so darn cool that it practically sells itself! Wait a minute ... I've heard that phrase before. It pops up anytime one of my clients introduces a new product or service. Marketing touts its incredible features or unique methodologies. Sellers race to their best prospects to pick up the "quick" orders. Everyone expects sales to come pouring in. But three months later, the euphoria is gone. Hot prospects want to wait, pricing was too high. and essential capabilities were lacking. At least that's what sellers heard when they made their calls. What happened? Let me state it loud and clear. Business-to-business selling is not about hype. What works in the consumer market does not translate in B2B sales. Even with the new iPhone, big corporations will not immediately switch. They'll want to evaluate if it's a good business decision. Don't fool yourself into thinking that big companies want to hear all about your new products or services. They don't. They only care about the difference it makes for their business.