Jeff Thull

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The more complex the situation becomes, the more customers and salespeople alike try to simplify things. To the customer, the simplest differentiator is price, and in the absence of a quality decision process to help them understand the value of your products and services, they will tend to focus on it and use it as the criterion when making their decision. Your customers should be looking at their situation in ways they have not thought through before and quantifying the consequences of not having your solution. Your role is to guide them through a collaborative decision process.

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