Master the Art of Selling With My New Book
Positioning with April Dunford
Competing against Approaches
We often lose to no decision rather than the status quo. Customers are unable to make a risk-free choice, so they choose to do nothing. To overcome this, we should provide a comprehensive market overview that allows customers to categorize vendors based on their approach to the problem. This knowledge is essential as we are not competing against competitors, but against different approaches.
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