Why should someone want to see you? Why should they want to put you on their schedule so you can “learn about their company?” Why should they decide to give you an order or to make you their preferred vendor or to let  you handle the next project or to turn the other department over to you?

Most of us can talk a blue streak (as the old Southerners used to say) and, bless our heart, we can make more words mean nothing than any other profession there is. We can tell you everything you never wanted to know about PLX or RMFG or P1 or RA or PD or…

The one thing that matters, the really hard thing, is to learn to speak in terms of “compelling reasons.” What irresistible logic, what painful problem, what amazing solution can you offer that a prospect would find “compelling.” It may help if you’re cute, or handsome, or profoundly bald, or funny, or whatever but if someone is going to spend their irrecoverable

time and somewhere between $100,000 and $5,000,000 with you, there has to be something more. Do you know what that is?

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