Pain and money and b2b selling
When you sell to someone at a business, it's worth remembering that the pain their problem is causing belongs to them, while the money they have to spend, doesn't.
Any time you can cure their pain in exchange for their boss's (or the shareholder's) money, that's a compelling offer.
The challenge is actually being able to cure the pain, because too often, when an organization moves forward, the fear of failure and the pain of change is worse than the problem they started with. Asserting it can be done is insufficient.
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