I recently reviewed the proposals that a client was generating. Not only were they not customized to a particular prospect, but in none of them was there any indication of what the prospects’ problem was costing them. If you’re selling products or services for a substantial amount (you can determine that) then you had better be clear on what the problem is costing the prospect so they see that it’s worth spending some money to get rid of the problem. You are much less likely to get a sale unless you quantify their pain.
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