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FOUR ACTIONABLE TAKEAWAYS

• Executive time crunch: If an exec only has five minutes instead of 30, ask, "What’s the one thing you need to hear to earn another meeting with your full attention?" Focus on that.
• Lead with a hypothesis: Instead of asking generic discovery questions, start with a hypothesis about their priorities based on research, showing you did your homework.
• Decision criteria: Prospects may focus on the wrong decision factors. Share a list of common criteria and ask them to rank their priorities to guide the discussion.
• Demo as you go: Don't save all product demos for the end. Show small pieces of the product during the conversation, interspersing discovery throughout.

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